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- 5thDimensionֱcutting-edgeneuroimagingtechniquegaugesadvertisement viewing across platforms in terms of consumer attention, comprehension &
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- ResearchshowcasesLinearTVoutperformingsocial&UGCvideoplatformson mobile across consumer engagement metrics
- LinearTVadimpressionsgarner over2.2xhigherattentionthansocialplatforms
- LinearTVhasmarginallyhigher impactthansimilarlongformatcontentonConnectedTV
MUMBAI, 5thMay 2025:In a rapidly evolving Media & Entertainment landscape whereplatformscontinuetovieforconsumerattention,TVhasfortifieditsposition asthemediumforhigh-impactbrandbuildinganddrivingܰԳٱԳamongst consumers. Multiple neuroanalytical studies commissioned by ZEE Entertainment with leading applied neuroscience companies and analyzed by 5th Dimension, revealed that consumers’ attentiveness on advertisements was more than 115% higher on Linear TV as compared to UGC video and social platforms. Similarly, the findings showcase over 15% higher engagement level amongst consumers while viewing advertisements on Linear TV compared to social platforms.
The study was conducted by 5th Dimension leveraging its unique neuroimaging technology to analyze the neural triggers in consumers when viewing advertisementsacrossmultipleplatforms. Theneurometricvaluesweredetermined basis an evaluation of attention/distraction, engagement, enjoyment and activation/purchase intent amongst consumers during the viewing.
Keyfindingsrevealedthatadvertisementcomprehensionwasmorethan30%higher on Linear TV as compared to other platforms, signaling more optimal cognitive processing.Consequently,therewasacrucial18%surgeobservedinܰԳٱԳ when advertisements were viewed on Linear TV versus other social platforms. The study demonstrated the multiplier effect of high-quality content in a distraction- free,bigscreensetting.ThestudyalsonotedthatattentiononUGCvideoplatforms onConnectedTVishigherthanUGCvideoplatformsonmobile.However,attention on Linear TV was the highest.
Commenting on the study,Rituparna Dasgupta, Executive Vice President – NetworkResearch&ConsumerInsights,ZEEEntertainmentEnterprisesLtd.said,“At ZEE, we have always believed in the unparalleled power of TV as a medium. Theresearchby5thDimensioncommissionedbyZEEuniquelyleveragesneuroscience as a research technique to understand the relative impact of platforms as ad-viewing environments, and the findings further reinforce TVֱ leadership and unmatched potentialtobuildbrandsanddriveimpactfulconsumeraction.LinearTVcontinuesto offer an unmatched immersive, distraction-free environment that enables brands to drive measurable impact,which further entrenchesTVֱposition in the overall mediamix.”
Highlighting the findings of the study,Jairaj Jatar, Director, 5th Dimension Neuromarketing Researchstated, “This study unveils a comprehensive understandingofconsumer behaviour acrossdiverse contentplatformsby leveraging advancedneuralanalyticstocapturereal-timecognitiveandemotionalresponses.Thefindings clearly underscore that Linear TV creates an environment decidedly more effective and compelling for advertisements, fostering more actionable ‘connection’ among viewers. Collaborating with ZEE on this endeavour has been instrumental in exploring the intricate interplay between consumer psychology and decision-making processes.
Aditya Shastri, Managing Partner, 5th Dimension Neuromarketing Research explained, “At 5th Dimension Neuromarketing Research, we have pioneered a cutting- edge neuro-testing platform powered by advanced AI and machine learning, designed to decode audience response at scale. Our flexible tool empowers studios, media platforms and advertisers to evaluate creative impact and delivery, with transformative applications across education, retail and the broader media ecosystem.”
As the M&E landscape evolves, brands face a growing demand for more precise and actionable consumer insights. Against this backdrop, the study by 5th Dimension demonstrates how advanced EEG Brainwave Mapping technology, blending predictive power with deep diagnostic precision, proves uniquely effective in unlocking subconscious consumer insights. The findings reaffirm the critical role of Linear TV in creating impactful brand-building opportunities.
