The study was conducted at a London hospital, using a neuroscanner and a group of people aged between 18 and 34. The experiment measured activity while TV ads were screened.
It found that advertising content that is relevant to the programme environment in which it appears is on average is 24% more likely to generate brain activity in the areas of the brain commonly associated with advertising effectiveness.
The study also found that contrary to claims that viewers switch off during ad breaks, advertising generates more brain activity than the programming in which it appears, if it is relevant.
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