An approach to the implementation of neuromarketing techniques by European private TV broadcasters



Palabras clave:

Neuromarketing, Private broadcasters, Television, Entertainment industry, Neuroscience, Europe, Media, Audience, Habits, Consumers, Strategies, Decision making, Impact, Optimization.


Changes on media context urge companies to adopt alternative and innovative strategies for decision-making regarding audience´s habits and preferences. In this respect, the neuroscience methodology provides an appealing option to analyze consumers´ viewing experience. This paper aims to determine the impact of neuromarketing on TV channels for the latter purpose, through an in-depth review and a survey addressed to analyze the use of this methodology by European private broadcasters. The results achieved point to the potential of neuromarketing to improve efficacy of linear and non-linear TV commercial spaces, as well as to design television contents and to optimize the impact of social TV and multiscreen viewing.


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Biografía del autor/a

Verónica Crespo-Pereira, Pontificia Universidad Católica del Ecuador- Sede Ibarra

Doctoranda en Comunicación por la Universidad de Vigo.  Beca predoctoral de la Xunta de Galicia.


Pilar Garcí­a-Soidán, Universidad de Vigo

Pilar Garcí­a-Soidán es licenciada y doctora en matemáticas por la Universidad de Santiago de Compostela. Imparte docencia en la Universidad de Vigo, como catedrática de escuela universitaria del área de estadí­stica e investigación operativa. Desarrolla su investigación en el campo de la inferencia no paramétrica, en estadí­stica espacial y en estudios de aplicación de la metodologí­a estadí­stica a las ciencias sociales y medioambientales. Ha sido autora o coautora de más de 30 publicaciones y ha presentado más de 90 comunicaciones en seminarios y congresos

Valentí­n-Alejandro Martí­nez-Fernández, Universidad de A Coruña

Valentí­n Alejandro Martí­nez-Fernández es licenciado en ciencias de la información por la Universidad Complutense de Madrid (UCM). Máster MBA en dirección y administración de empresas por la Universidad de A Coruña (UDC). Doctor en ciencias de la información por la UCM y profesor titular de universidad en la Facultad de Economí­a y Empresa de la UDC. Es coordinador del grupo de Investigación en Marketing Aplicado (iMARKA) de la UDC. Ha sido director del diario El ideal gallego así­ como directivo en otras empresas informativas. Es autor de artí­culos sobre medios de comunicación y estrategias de comunicación.


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Cómo citar

Crespo-Pereira, V., Garcí­a-Soidán, P., & Martí­nez-Fernández, V.-A. (2019). An approach to the implementation of neuromarketing techniques by European private TV broadcasters. Profesional De La información Information Professional, 28(5).



Artí­culos de investigación / Research articles