Grand Prix, Creative Effectiveness
Unilever | Axe Excite 'Angels Will Fall' | BBH London
* Based on testing of 2,500 TV commercials worldwide, Neuro Insight's target for 'Peak Memory' encoding for a TV ad is an indexed 0.70. The common range for most brain activity is 0.30 to 0.70.
* Memory Detail (red line) represents activity on the left side of the brain and captures how 'micro' details of an ad are being taken in. Memory Global (blue line) is what is occurring on the right side of the brain and represents how bigger-picture impressions are being received – branding, music and landscapes, for example.
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