B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
1
1 -- brain response peaks multiple for TV ads with product integrated into narrative (2019-2023)
Integrating products into the narrative of TV ads creates 1.4 times more peaks of strong brain responses throughout the ad compared to when there is an overt focus on the product.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
1
Unit
Multiple
Data Vintage
2019-2023
Entity
Sample Size
150
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Neuro-Insight
Primary
Tier A
https://www.thinkbox.tv/news-and-opinion/opinion/shifting-gears-to-creative-success-automotive-brand… ↗
Source Article
Shifting gears to creative success: automotive brands
2023 has been the year where we’ve placed creativity at the forefront, it’s already been proven to be the most powerful driver of advertising profitability within our control. At Thinkbox, we dedicated a whole event to it, launching ‘Cracking Creativity’ in June 2023, with Paul Dyson presenting the …
Original Research
Neuro-Insight
· Original study ↗
Methodology
Neuro-Insight Steady State Topography (SST) brain response analysis of 150 TV ads aired 2019-2023
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
TV ads with product integrated into narrative: 1 brain response peaks multiple. Source: Neuro-Insight (2019-2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/product-narrative-brain-response-peaks
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<blockquote cite="https://lighthousedata.io/data/product-narrative-brain-response-peaks" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>1</strong> -- brain response peaks multiple for TV ads with product integrated into narrative<br><small>Source: Neuro-Insight (2019-2023) · <a href="https://lighthousedata.io/data/product-narrative-brain-response-peaks" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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