FAQ - Frequently Asked Questions



Are you interested in how you can measure the emotional impact your content has on consumers to optimize advertising and content decisions? Our FAQ page provides answers to the most common questions coming from content producers, distributors, and brands we have worked and partnered with so far.

What does Mediaprobe measure?

Mediaprobe uses physiological data to help media organizations understand audiences’ emotional engagement with media content. Our media measurement solution measures the audience’s physiological signals when exposed to content. This helps us understand the true emotional connection viewers have with the shows they watch or audio content they listen to. Mediaprobe leverages a consumer panel to measure engagement (via a handheld sensor) and cognitive responses (via a companion mobile app with dial capability).

Why does impression quality matter and how do we quantify it?

All impressions are not equal. The same creative, the same ad, can have a completely different outcome for the same reach because ads are not processed in a vacuum. If an ad is placed in a commercial break within high-quality content vs. low-quality content, you will get different ad performance results. Context matters because of its carry-over effect. Higher quality impressions should be worth more, meaning higher quality IP or higher quality content should drive a higher CPM. The Mediaprobe Emotional Impact Score quantifies that impression quality.

What is high-quality content?

High-quality content engages viewers on a deeper emotional level. Emotional engagement has been repeatedly shown to correlate with positive brand outcomes.

What is the content’s carry-over effect?

If the viewers/listeners are excited by a piece of content, they will produce a higher emotional response to ads that are placed immediately after it.

How do we measure engagement?

When a given event is significant to people, it will trigger attentional allocation and/or emotional responses that can be measured via electrodermal responses (called Galvanic Skin Response – GSR). The more emotionally aroused viewers are by the events, the more frequent and larger their GSRs are. Mediaprobe’s sensors collect GSR which is a scientifically proven metric of emotional impact. Engagement is calculated from panelists’ electrodermal activity (EDA) during the exposure to TV or radio/audio content. Thus, GSR reflects how affected viewers are by the content they are exposed to (visual and audio). Physiological data provide very scalable and sensitive emotion/attention metrics to media content. It has been repeatedly shown to correlate with positive brand outcomes. One important aspect of EDA is its carry-over effect: If viewers are excited by a piece of content, they will produce a higher emotional response to ads that are placed immediately after it.

How do we measure cognitive responses?

Mediaprobe is the only objective way to quantify emotion in media.

What people feel – Mediaprobe’s sensor captures emotional engagement with galvanic skin response (GSR).

What they think – Explicit capture of Likes and Dislikes throughout the broadcast.

What they say – Panelists can be asked pre- and post-session questions to enhance learning.

In addition to wearing sensors for physiological monitoring, panelists also have the option to tap “thumbs-up” and “thumbs-down” buttons on their mobile phones while they watch the content. Mediaprobe does not instruct viewers to tap these buttons at particular moments. Rather, they are instructed to tap these buttons if and when they feel compelled to do so. The cognitive response is calculated from the number of viewers who tap “thumbs-up” and “thumbs-down” on the app for each second.

What is the difference between emotional engagement and cognitive response?

Emotional engagement represents an unconscious response based on physiological responses, while the cognitive response represents the viewers’ conscious feedback. The combination of a strong cognitive response with high emotional engagement means the content itself was extremely impactful. Not only were viewers engaged with the event (unconscious response), but they also felt compelled to manifest their response at the conscious level. These high-intensity moments have outsized importance and set the tone to grab the audience’s attention.

Are benchmarks available for these metrics?

Yes. Mediaprobe can provide different benchmarks for content and ads in the US and UK based on our proprietary dataset.

Is it possible to study emotional engagement and cognitive response across platforms?

 Yes. It is possible to study these metrics together or separately across linear TV and radio (live, time-shifted, or on-demand) and streaming platforms.

Does this methodology work if a person is watching on a mobile device? Or on a desktop/laptop?

The method works on a laptop or a TV set. The current version does not allow watching on a mobile device. A mobile device-enabled version of the sensors will be available at the end of 2023.

How do viewers get the handheld device? What do they do with it after the viewing session?

Mediaprobe has built a proprietary panel to enable participants’ to consume content in-home, not in a lab. When recruiting new panelists, we ensure they successfully complete a screening survey and then are provided with a sensor. After each session, we ask participants to hold on to their sensor and to expect more sessions soon, as they are now active members of the Mediaprobe Panelist Community.

For season-long shows, is it always the same viewer watching the program?

Mediaprobe opens viewing sessions to all participants on the panel who qualify for the study. We use incentivization strategies to ensure a significantly overlapping sample in different sessions of the same show.

How many panelists do you have?

Today, Mediaprobe has 2,000 active participants in the US and 1,200 active participants in the UK, and counting. There are small panels in other countries (e.g., Germany and Portugal) which may be expanded.

Is the panel representative of the population?

Mediaprobe recruits panelists on an ongoing basis. The sample aims to be representative of the US and UK populations for age and gender. Occasionally, we may include quotas for some variables, if relevant (e.g., Hispanic).

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