Czech research shows which TV programs hit the spot

The Czech branch of a worldwide media agency says it has undertaken groundbreaking research on the impact of televized programs on the human mind.

The Czech branch of the PHD agency together with the Czech Academy of Sciences (AVČR) found 30 volunteers who were shown 10 different types of TV programs. The responses were monitored using measurements of magnetic resonance, which showed whether the programs stimulated parts of the brain that deal with language, the emotions, or other sections of the brain — as well as the intensity of the reactions.

One of the results of the research was the high overall reaction to the TV reality show type format with viewers apparently identifying themselves to a high degree with some of the characters in such programs, PHD’s Petr Miláček told public broadcaster Czech Television (ČT). “This was unique research in the Czech Republic,” he added.

“The experiment showed that there exists a significant difference between television programs and the various parts of the brain that are activated when they are watched. While some general knowledge competition would activate the cognitive, language and external awareness sections, during a reality show what is uppermost is self-projection,” the company said on its Czech website. ‘While some general knowledge competition would activate the cognitive, language and external awareness sections, during a reality show what is uppermost is self-projection.’

As opposed to normal TV research where viewers are verbally asked to explain their responses and where they can sometimes lie or hide their true reactions, the use of magnetic resonance makes this impossible. “We can now see what the reactions are, which for us is really valuable,” Miláček said.

For advertisers, such a precise reading of viewers’ reactions to programs, or neuro marketing, opens the door to the opportunity of much better targeted ad campaigns and possible big savings on the type of campaigns being run.

“If you are able to place TV advertising on the qualitatively right program, you will have a better sales effect. From our survey we know that the this can result in savings of several percent,” PHD’s managing director Jiří Herian added on the website.

PHD is now seeking to offer its neuro marketing tool to clients. Existing Czech clients include the bank KB, multinational Unilever, brewer Budějovický Budvar and fast food outlet KFC.