VBS, the advertising sales operation for MTV, VH1 and Nickelodeon, will this week present the results of a neuromarketing study to media agencies as they get set to begin this year's annual round of TV airtime negotiations.
The study was conducted at a London hospital, using a neuroscanner and a group of people aged between 18 and 34. The experiment measured activity while TV ads were screened.
It found that advertising content that is relevant to the programme environment in which it appears is on average is 24% more likely to generate brain activity in the areas of the brain commonly associated with advertising effectiveness.
The study also found that contrary to claims that viewers switch off during ad breaks, advertising generates more brain activity than the programming in which it appears, if it is relevant.
Nick Bampton, managing director of VBS, said: "At VBS, we are trying to act as 'agents of change' in the TV advertising business. We feel the business needs to move on, but needs a catalyst.
"We are all too concerned with relative price rather than focusing on advertising effectiveness, which is the key driver for return on investment."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.