World Cup Russia 2018: the emotional impact of advertising

With all the enthusiasm of Peruvians to return to the World Cup after 36 years, brands have not wasted time and have taken advantage of the situation to launch campaigns with the aim of gaining space and trying to improve their market share. In this context, creativity accompanied by emotional activation indicators allows brands to overcome the objective of "connecting" with the public and to be able to deliver the message in a more permeable context.

We analysed the emotional arousal generated by two television commercials using electrodermal activity analysis (EDA) technology.


PAOLO GUERRERO vs HUGO SOTIL

We compared the electrodermal activity of the BCP commercial "Unidos por un mismo plan" with Paolo Guerrero and the Powerade commercial "Mensaje de Hugo Sotil" with Hugo Sotil, with the aim of finding out which of the two commercials had higher indicators.


THE TECHNOLOGY

Not being under conscious control, electrodermal activity is modulated autonomously by the sympathetic nervous system, providing a direct proxy for the subject's emotional arousal states.

Wolfram Boucsein, a German psychologist, states in his book Electrodermal Activity that, although sweating also plays an important role in thermoregulation, changes in skin conductance are also caused by emotional arousal: the higher the emotional arousal, the higher the level of skin conductance.

Image 1: Participant passing the biometric test
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Source: Neurometrics

THE RESULTS

Significant emotional activation (MOC) was recorded in 70% of cases, and on average, the commercial featuring Paolo Guerrero had 18.12% higher levels (in MOCs) than the Hugo Sotil commercial. These results are consistent with the responses from the post-analysis survey, in which participants reported "feeling more emotion" in the Paolo Guerrero commercial. However, it is interesting to note some differences between what was reported and the biometric register.

Table 1: Commercial that excited more - Declared vs. biometric
CommercialDeclaredBiometricDiff.
Paolo Guerrero55%50%5%
Hugo Sotil45%20%25%

On the other hand, by analysing scenes we can identify those that provoked the highest level of emotional activation, in this example, scene 5 of the goal and its celebration.

Figure 1: Case of participant with highest MOCs in BCP trading
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MEN AND WOMEN DO NOT RESPOND IN THE SAME WAY

Finally, when comparing the results between the two groups, differences by gender are also identified. Men register higher emotional activity in both commercials.

Figure 2: Emotional Activation - Women vs. Men
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Source: Elaborated by Neurometrics via validated data.

There are many ways to measure the effectiveness of a TV commercial. Analysing emotional activation is one of these and can be complemented with other technologies, such as eyetracking. Producing and broadcasting a TV commercial is a major investment, so if you are going to do it, make sure it makes the emotional impact you want on your target audience.


Let's talk. Contact us for further information. 

Freddy Linares
Freddy Linares

Director