QMS Sport commissioned a first-to-market Neuro-Insight research study to scientifically validate the effectiveness of advertising within live sport broadcasts across four of its major sporting codes.

Neuro-Insight is universally recognised as a valid indication of advertising effectiveness and measures the brain’s subconscious and emotional responses to provide a direct correlation of real time behaviour free of outside influence. This is determined by measuring the four key pillars of Memory Encoding, Engagement, Attention & Emotional intensity.

The ground-breaking research, conducted by globally-recognised consumer neuroscience agency Neuro-Insight, explores how the brain responds to brands in sport at a subconscious state, the positive impact of sports marketing and how the emotional connection of brands in sport drives brand recall and sentiment.

Mark Pejic, CEO QMS Sport said, “The Neuro Insight research not only validates the effectiveness of embedded content in sport broadcasts but positions LED and virtual signage as an important and powerful opportunity for advertisers to not only complement but extend their presence and connection to audiences in a premium live environment. Furthermore, this research moves the conversation from simply ‘value’ as measured by credible sources such as Nielsen to ‘effectiveness’.”

The research proved that fans actively process communications in their peripheral visual field whilst watching sport. And that fans lean into and are highly receptive and responsive to advertising within live sport broadcast versus a TV ad break, which is more passively consumed.

The most compelling finding was that advertising within live sport broadcasts is at least 12% more effective than a TV ad-break alone.

Casey Kudrenko, neuro-insight senior analyst said: “Neuro-Insight were really excited to work with QMS Sport. We have analysed thousands of hours of sports broadcast for broadcasters, sporting codes and clubs, however we have never looked at the impact of sport signage within those live broadcasts and the neurological impact of brands.”

Ultimately the research proves that if brands are not advertising within actual live sport broadcasts, they are missing an opportunity to truly maximise the effectiveness of their campaigns and to reinforce their brand communication to this highly engaged sporting audience.