Case Study: Ad Council uncovers audience response insights with Nielsen Consumer Neuroscience

Optimizing Creative Using Consumer Neuroscience

The Ad Council used its “Cheerleader” PSA, part of the “Responsible Fatherhood” campaign, to encourage fathers to be more involved in their children’s lives. Nielsen Consumer Neuroscience was brought in to uncover how viewers reacted to the ad and to identify areas where it could be improved.

Nielsen used EEG, facial coding, eye tracking, biometric measurements, and traditional self report to evaluate the ad. The analysis showed a generally positive emotional response and a strong finish, while also revealing engagement dips and moments where viewers focused on the characters instead of the brand during final branding, giving the Ad Council specific insight to further optimize the ad.

Ad Council