With all the hype around the Super Bowl and the large amount of cash companies fork over for :30 of airtime, it's not all that surprising that someone would want to connect the ongoing idea of using MRIs to measure reactions to the Super Bowl ads.
And this year, FKF Applied Research did it with the help of the UCLA Ahmanson Lovelace Brain Mapping Center. According to the preliminary results, GoDaddy.com and Bud Light's "Employee Incentive Plan" "succeeded in emotionally engaging the brain".
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