Greeks vs. Geeks Study - Holy Grail of Hot Award

Blue = Greeks; Yellow = Geeks

The yellow line in the Innerscope Engagement Video™ represents the emotional engagement of a population of "Geeks" while watching Spike TV's 2010 Holy Grail of Hot Award during the Guy's Choice Awards (GCAs). Note the peak score soars past 100.

The GCAs offer substantial opportunities for marketers and sponsors to be a part of one-of-a-kind, envelope-pushing content with unabashed attitude, in-your-face antics, and a bachelor party environment.

The Greeks vs. Geeks study explored the emotional engagement of "guys" from two different backgrounds as they watched the GCAs, serving as an indicator of whether all guys can relate to the show. The Greeks were active fraternity brothers and the Geeks were accountants without a fraternity association.

By using Innerscope's biometric approach, which measures unconscious emotional response moment-by-moment while the audience naturally consumes media, Spike also studied how levels of engagement in programming content transfer to show sponsors and advertisers.

For the full release: http://bit.ly/kpGbfJ

Category:

Science & Technology

Tags:

• biometric
• research
• awards
• spike
• neuromarketing
• CTAM