Sands Research 2009 Super Bowl Neuromarketing Study Matches Creative Arts Emmy Awards

Tue Sep 15, 2009 6:49pm EDT

* Reuters is not responsible for the content in this press release.

EL PASO, Texas--(Business Wire)--
Earlier this year, Sands Research Inc., a leading provider of neuromarketing
research studies, completed an extensive study into all 72 television
commercials aired during NBC`s 2009 Super Bowl XLIII broadcast. Each of the TV
spots were ranked by the Company`s Neuro-Engagement Factor (NEF) scoring system
which is based upon measuring EEG (brain wave) activity from viewers and Sands
Research`s proprietary software and algorithms that measures the viewer`s
attention levels. 

Three out of the top five commercials identified from that Super Bowl study were
nominated for the coveted Academy of Television Arts and Sciences` Creative Arts
Emmy Award. This past weekend, top ranked Coca-Cola`s "Heist" from Wieden +
Kennedy, won the 2009 Emmy Award for outstanding commercial at the Creative Arts
Emmy Awards. 

"We have found that an engaging story that maintains the viewer`s attention
throughout the commercial, like this year`s Coca-Cola`s `Heist` spot with the
animated insects stealing a bottle of Coke, provides an overall strong and
sustained brain response and a better measurement of favorable brand opinion,"
stated Dr. Stephen Sands, Chairman and Chief Science Officer at Sands Research. 

Sands Research is a pioneer in using EEG technology for recording the central
nervous system`s response to television advertisements using both cognitive
brain activity and emotion. Combined with pre- and post-questionnaires, the
Company provides a comprehensive, objective analysis of a viewer`s engagement to
the material being presented by an advertiser. 

"In hundreds of commercials with thousands of participants tested by Sands
Research to date, we have seen that a good ad will always have a large spike in
brain activity within the first 800 milliseconds of the ad and sustain a high
plateau across the length of the commercial, keeping the material interesting
and the viewer engaged until the very last second," added Sands. 

"Coca-Cola has a history of presenting engaging advertising and storylines that
retain the viewer. One of the highest scoring commercials we have tested is a
2007 Coca-Cola commercial called Grand Theft Auto which had a
NEF(Neuro-Engagement Factor) of 4.76. Participants asked us to see it several
times even after their test session, it was so engaging," relayed the Sands
Research Chairman. 

In addition to Coca-Cola "Heist", the other two Emmy nominated commercials
identified by Sands Research as highly engaging ads were CareerBuilder's "Tips"
also by W+K and Budweiser's "Circus" from DDB in Chicago. They were ranked 4th
and 5th respectively as the most engaging advertisements in the Sands Research
Super Bowl study. 

The complete NEF ranking of all the 2009 Super Bowl TV Ads can be found at the
Sands Research website:

Dr. Sands presented the Company`s 2009 Super Bowl findings at the Advertising
Research Foundation (ARF) conference in New York this past Spring and Sands
Research is preparing for the 2010 Super Bowl presented by CBS where television
spots are being sold for an average $2.6 to $2.7 million. Sands Research will
again provide neuro-engagement analysis and ranking for all advertisements run
during the high profile sporting event. 

Sands Research
Ron Wright, 888-267-6087 ext. 809
Mobile: 703-663-0757

Copyright Business Wire 2009

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