Greeks vs. Geeks Study - Chairman of the Board Award

Blue = Greeks; Yellow = Geeks

The lines in this Innerscope Engagement Video™ represent the emotional engagement of Greeks and Geeks respectively while watching Spike TV's 2010 Chairman of the Board Award during the Guy's Choice Awards (GCAs).

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
• CTAM