RT Journal Article SR Electronic T1 What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads JF Journal of Advertising Research JO J Advert Res FD WARC SP 53 OP 66 DO 10.2501/JAR-2016-051 VO 57 IS 1 A1 Steven Bellman A1 Magda Nenycz-Thiel A1 Rachel Kennedy A1 Laurent Larguinat A1 Bruce McColl A1 Duane Varan YR 2017 UL http://www.journalofadvertisingresearch.com/content/57/1/53.abstract AB This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data). To the authors' knowledge, the dataset is the largest ever studied: more than 100 consumer-packaged-goods advertisements for 20 Mars, Inc., brands, combined with laboratory testing from more than 1,000 respondents. The goal of the research, funded by Mars, was to identify evidence-based measures to inspire improved advertising practice and to explore the factors behind advertising effectiveness.