Linear TV drives higher ad attentiveness than digital platforms: Study
Neuro-analytical studies
commissioned by ZEE Entertainment—conducted in collaboration with leading neuroscience partners and analysed by 5th Dimension—have revealed that Linear TV delivers 115% higher ad attentiveness compared to user-generated content (UGC) and social media platforms.
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The research also showed that advertisements on Linear TV generated over 15% greater consumer engagement than those on social platforms.
Utilising its proprietary neuroimaging technology, 5th Dimension assessed viewers' neurological responses to advertising across various platforms. Key neuro-metrics evaluated included attention vs. distraction, engagement, enjoyment, and activation/purchase intent.
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Among the standout findings: ad comprehension was over 30% higher on Linear TV, indicating more effective cognitive processing. This enhanced understanding translated into an 18% increase in purchase intent when ads were viewed on Linear TV versus social platforms.
The study highlights the multiplier effect of premium content delivered in a distraction-free, large-screen environment. Notably, while attention levels for UGC content on Connected TV surpassed those on mobile devices, Linear TV consistently delivered the highest attention scores overall.
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Commenting on the study, Rituparna Dasgupta, Executive Vice President – Network Research & Consumer Insights,
ZEE Entertainment
Enterprises Ltd. said, 'At ZEE, we have always believed in the unparalleled power of TV as a medium. The research by 5th Dimension commissioned by ZEE uniquely leverages neuroscience as a research technique to understand the relative impact of platforms as ad-viewing environments, and the findings further reinforce TV's leadership and unmatched potential to build brands and drive impactful consumer action. Linear TV continues to offer an unmatched immersive, distraction-free environment that enables brands to drive measurable impact, which further entrenches TV's position in the overall media mix.'
Highlighting the findings of the study, Jairaj Jatar, Director,
5th Dimension Neuromarketing
Research stated, 'This study unveils a comprehensive understanding of consumer behaviour across diverse content platforms by leveraging advanced neural analytics to capture real-time cognitive and emotional responses. The findings clearly underscore that Linear TV creates an environment decidedly more effective and compelling for advertisements, fostering more actionable 'connection' among viewers. Collaborating with ZEE on this endeavour has been instrumental in exploring the intricate interplay between consumer psychology and decision-making processes.'
Aditya Shastri, Managing Partner, 5th Dimension Neuromarketing Research explained, 'At 5th Dimension Neuromarketing Research, we have pioneered a cutting-edge neuro-testing platform powered by advanced AI and machine learning, designed to decode audience response at scale. Our flexible tool empowers studios, media platforms and advertisers to evaluate creative impact and delivery, with transformative applications across education, retail and the broader media ecosystem.'
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