All impressions are not equal. The same creative, the same ad, can have a completely different outcome for the same reach because ads are not processed in a vacuum. If an ad is placed in a commercial break within high-quality content vs. low-quality content, you will get different ad performance results. Context matters because of its carry-over effect. Higher quality impressions should be worth more, meaning higher quality IP or higher quality content should drive a higher CPM. The Mediaprobe Emotional Impact Score quantifies that impression quality.

High-quality content engages viewers on a deeper emotional level. Emotional engagement has been repeatedly shown to correlate with positive brand outcomes.

If the viewers/listeners are excited by a piece of content, they will produce a higher emotional response to ads that are placed immediately after it.

When a given event is significant to people, it will trigger attentional allocation and/or emotional responses that can be measured via electrodermal responses (called Galvanic Skin Response – GSR). The more emotionally aroused viewers are by the events, the more frequent and larger their GSRs are. Mediaprobe’s sensors collect GSR which is a scientifically proven metric of emotional impact. Engagement is calculated from panelists’ electrodermal activity (EDA) during the exposure to TV or radio/audio content. Thus, GSR reflects how affected viewers are by the content they are exposed to (visual and audio). Physiological data provide very scalable and sensitive emotion/attention metrics to media content. It has been repeatedly shown to correlate with positive brand outcomes. One important aspect of EDA is its carry-over effect: If viewers are excited by a piece of content, they will produce a higher emotional response to ads that are placed immediately after it.

Mediaprobe is the only objective way to quantify emotion in media.

What people feel – Mediaprobe’s sensor captures emotional engagement with galvanic skin response (GSR).

What they think – Explicit capture of Likes and Dislikes throughout the broadcast.

What they say – Panelists can be asked pre- and post-session questions to enhance learning.

In addition to wearing sensors for physiological monitoring, panelists also have the option to tap “thumbs-up” and “thumbs-down” buttons on their mobile phones while they watch the content. Mediaprobe does not instruct viewers to tap these buttons at particular moments. Rather, they are instructed to tap these buttons if and when they feel compelled to do so. The cognitive response is calculated from the number of viewers who tap “thumbs-up” and “thumbs-down” on the app for each second.

Emotional engagement represents an unconscious response based on physiological responses, while the cognitive response represents the viewers’ conscious feedback. The combination of a strong cognitive response with high emotional engagement means the content itself was extremely impactful. Not only were viewers engaged with the event (unconscious response), but they also felt compelled to manifest their response at the conscious level. These high-intensity moments have outsized importance and set the tone to grab the audience’s attention.

Yes. Mediaprobe can provide different benchmarks for content and ads in the US and UK based on our proprietary dataset.

 Yes. It is possible to study these metrics together or separately across linear TV and radio (live, time-shifted, or on-demand) and streaming platforms.

The method works on a laptop or a TV set. The current version does not allow watching on a mobile device. A mobile device-enabled version of the sensors will be available at the end of 2023.

Mediaprobe has built a proprietary panel to enable participants’ to consume content in-home, not in a lab. When recruiting new panelists, we ensure they successfully complete a screening survey and then are provided with a sensor. After each session, we ask participants to hold on to their sensor and to expect more sessions soon, as they are now active members of the Mediaprobe Panelist Community.

Mediaprobe opens viewing sessions to all participants on the panel who qualify for the study. We use incentivization strategies to ensure a significantly overlapping sample in different sessions of the same show.

Today, Mediaprobe has 2,000 active participants in the US and 1,200 active participants in the UK, and counting. There are small panels in other countries (e.g., Germany and Portugal) which may be expanded.

Mediaprobe recruits panelists on an ongoing basis. The sample aims to be representative of the US and UK populations for age and gender. Occasionally, we may include quotas for some variables, if relevant (e.g., Hispanic).