The study of brain activity during the observation of commercial advertising by using high resolution EEG techniques

In this paper we illustrate the capability of tracking brain activity during the observation of commercial TV spots by using advanced high resolution EEG statistical techniques in time and frequency domains. In particular, we analyzed the statistically significant cortical spectral power activity in different frequency bands during the observation of a commercial video clip related to the use of a beer in a group of 13 normal subjects. In addition, a TV speech of the prime minister of Italy was analyzed in two groups of swing and "supporter" voters. Results suggested that the cortical activity during the observation of commercial spots could vary consistently across the spot. This fact suggest the possibility to remove the part of the spot that are not particularly attractive by using those cerebral indexes. The cortical activity during the observation of the political speech indicated a major cortical activity in the supporters group when compared to the swing voters. In this case, it is possible to conclude that the communication proposed has failed to raise attention or interest on swing voters. In conclusions, high resolution EEG have been proved able to generate useful insights about the particular fruition of TV messages, related to both commercial as well as political fields.