CNN study shows ads make hearts thump, skin tingle

Advertisements and programmes on television and multimedia change body reactions in viewers such as heart and respiratory rates, and cause galvanic skin response such as sweating to suggest ''attention'' and ''engagement'', a new study by CNN International released on Thursday says.

The findings suggest that brands that are advertised using multimedia campaigns to communicate their advertising messages are more memorable to consumers and are more likely to enhance perception of their brands.

The biometric research proved that television and online content prompted an emotional response from the audience contrary to popular belief that viewers disengage once scheduled programming ends, said a statement by CNN. The results of the study also showed that ''engagement'' actually can increase during ad breaks, as much as by 10 per cent.

The CASE study (Cross-platform Advertising Study on Effectiveness and Engagement) consisted of a two-stage approach. Stage one involved a multinational online study of cross-platform effectiveness in which consumers were exposed to diverse media experiences. Stage two measured attention and engagement through a variety of techniques including biometrics, eye tracking and in depth interviews.

"We wanted to show that by complementing advertising on CNN TV with ads on CNN.com and CNN mobile, an advertiser can markedly increase campaign recall leading to positive shifts in brand attitudes,'' said Duncan Morris, vice president, research, Turner International Asia Pacific. "The fact that these respondents were not primed for an advertising study makes these results even more poignant."

Body responses such as heart rate, motion, respiratory rate and galvanic skin response (sweating) were translated into measures of attention" and "engagement - the Holy Grail for advertisers. These were collected by using a lightweight 'smart vest' which respondents wore while watching CNN programming and advertising.