TV Eye: Launch of a new service for measuring effectiveness of TV commercials

JMI has introduced a new integrated solution that synthesizes data from eye movements, emotional activation, channel selection and conscious attitudes to provide a comprehensive evaluation of TV commercials. This is provided together with second by second diagnostics that allow marketers to optimize executions to maximize their persuasive power and impact on target viewers.

JMI, in coordination with Germany-based partner agency Eye Square, is introducing a new market research service to Japan that measures the effectiveness of television commercials. The product is called "TV Eye".

"TV Eye" provides a comprehensive analysis by synthesizing perception data from Eye Movements (eye movement data collected using infrared light), Emotional Response (unconscious, emotional response data measured using a device connected to the skin), the conscious behavioral response data from Channel "Zapping" (which shows level of interest) together with attitudinal data from traditional Post-Viewing Interviews.

The Problem with Existing TV Commercial Tests

The traditional approach to testing TV commercials has relied on asking viewers questions (e.g. purchase intent) after forced exposure. Unfortunately, the correlation between test performance and actual performance in market in terms of generating sales has been shown to be weak. The Advertising Research Foundation (ARF) conducted an ad copy validation project in the mid 1990s and reported that there was no consistent relationship between the data collected from these attitudinal studies and actual sales data. One of the principal missing factors that the researchers identified to be important in driving consumer purchases were unconscious, irrational preferences. Put simply, it is necessary to consider the reality that irrational emotions expressed as "simply because I like it," also play an important role in purchase decisions.

JMI conducts TV commercial tests using their "TV-Eye" methodology which tracks eye movements by exposing the retina to infrared light measuring the reflections to capture gaze patterns. This is combined with Galvanic Skin Response (GSR; pictured on the left), a simple and reliable device, used by psychologists, that is attached to a respondent's finger. This is capable of detecting human emotional variations by measuring changes in the electrical conductivity of the skin. Additionally, "channel zapping," which occurs during the viewing of spots, and post-viewing interviews complete the commercial test. Data provided by GSR consists of unconscious reactions (pure reflex), while verbally relayed reactions from consumers are conscious ones. And it's uncommon for these two reactions to differ. e.g. it's possible to measure positive interest that respondents cannot express to someone else or may not be aware of themselves.

Post launch validations based on GSR pre-test show a good correlation with real market outcomes. This has encouraged certain manufacturers to incorporate such measures in their copy testing methodologies.

Employing a combination of eye-tracking and GSR provides an integrated assessment of television commercials. The insights derived from this analysis can help in the creation of commercials that will ensure the success of your next campaign.

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