Two life insurance ads scored well on recall and persuasion; second-by-second brain data showed exactly where each lost the viewer
A life insurer wanted to know how two TV ads already on air were working, beyond what viewers said about them.
Both ads were tested with EEG, eye tracking and facial coding recording second by second, alongside a standard questionnaire.
Both scored well on recall and persuasion; implicit engagement was average, and the traces showed precisely which scenes held attention and which lost it. The client took five concrete rules into the next creative brief.
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- The question
- How did two aired TV ads really work, and what should the next campaign learn from them?
- Approach
- TriE: EEG, eye tracking and facial coding, second by second, beside a standard questionnaire
- Where
- Two cities, India, 2018
De-identified. Names, places and distinguishing details are generalised.
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