EEG-based detection of TV commercials effects

In this study, we investigate what kinds of feelings consumers have while watching TV commercials in the presence of words (lines, a jingle, a sound logo, and on-screen words) that were later remembered, by using an electroencephalogram (EEG) and questionnaires. Every day, a great number of TV commercials are broadcasting. Since TV commercials have become indispensable advertising media, it is essential for advertising agencies to create attractive and memorable TV commercials for consumers. This leads to many evaluations of TV commercials. Yet, few studies focused on consumers' feelings during TV commercials along with words that remained in their minds afterward. In order to reveal this point, we carry out an experiment with Japanese award-winning and non-award-winning TV commercials. We also examine effects of words on consumers' memories with time: soon after watching, a day later, a week later, and a month later. As the results of our EEG analysis, different consumers' feelings were obtained in different cases. There was a strong correlation between concentration and stress while watching the awardwinning TV commercials along with words, which consumers remembered not only soon after watching but also a month later. However, this tendency was not applicable to the non-award-winning TV commercials. Thus, we consider that the effects of memorable TV commercials along with words on consumers' feelings could vary depending on winning an award or not.