@article{Crespo-Pereira_Garcí­a-Soidán_Martí­nez-Fernández_2019, title={An approach to the implementation of neuromarketing techniques by European private TV broadcasters}, volume={28}, url={https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/epi.2019.sep.04}, DOI={10.3145/epi.2019.sep.04}, abstractNote={<p class="p1">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<span class="s1">.</span></p>}, number={5}, journal={Profesional de la información / Information Professional}, author={Crespo-Pereira, Verónica and Garcí­a-Soidán, Pilar and Martí­nez-Fernández, Valentí­n-Alejandro}, year={2019}, month={sep.} }