The neuroscience that explains TV’s enduring appeal

Various studies have proclaimed that viewers are more engaged by content they watch on their mobile devices and laptops than content on TVs. But that conclusion is being challenged by neuroscience research from Brainsights. The Toronto-based firm determines whether a piece of marketing has captured its viewer’s attention by tracking brainwave activity. In addition to attention, the company says its research can decipher whether the ad made a “connection” with people and became committed to memory — a term Brainsights calls “encoding”. For a study with Thinktv (formerly the Television Bureau of Canada), 600 consumers wore headsets with sensors and watched either a drama, comedy or reality series that all showed the same commercials. However, 300 of them watched on TV, 150 on a laptop and 150 on a mobile…


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