Which brand will get the X Factor £8K per second final slot?
The UK X Factor might not have the ratings is once did, however that doesn’t stop millions of viewers every Saturday and Sunday night tuning in to watch the latest contestants battle it out to win a music label contract. You can imagine then that the final of the X Factor is an extremely expensive time for TV advertisements on ITV (with the brand slots selling for £8k per second) but the question on the tip of our tongue is who’s going to grab the slot before the winner is announced.
Well one company aims to find this out, called SimpleUsability, using what they deem innovative testing and technology. Full PR below and just for the record, we reckon’ it’ll be John Lewis who grabs this slot.
PS: Did you like this post? If so, be sure to leave a comment below.Which advert has the X Factor?
Technology to test biggest hit in December’s live finalForget the singers grasping for stardom, the real battle of the X Factor final this year will be between the adverts. The break before the winner is announced on Sunday, December 11th’s live final is the most expensive in the UK with slots selling for £8k per second.
Which mini masterpiece will come out on top? Can John Lewis’ headline-grabbing Christmas tale tug the heartstrings? Will the conclusion of M&S’s X Factor episodes have viewers hooked? Or can Coca-Cola claim the ultimate prize? One company, SimpleUsability, intends to find out.
By using innovative testing technologies that track eye movement and monitor subliminal, emotional responses, the consumer research and usability consultancy will be recording how each advert rates in terms of excitement, interest and, emotional engagement amongst X Factor viewers.
SimpleUsability will critique each advert’s effectiveness and ascertain which had the most powerful, memorable and engaging impact on each demographic. In short: which advert has the real X Factor with viewers. It will announce the results on Tuesday 13th December.
In the same way SimpleUsability analyses the websites and live retail environments of clients as diverse as ASDA, Republic, Jet2.com and Volvo, testing will conducted across a broad range of participants, all of whom are regular X Factor viewers.
The final advert break will be played to each test subject in isolation. Via an unobtrusive electroencephalograph (EEG) headset, their underlying brain activity will be recorded to reveal what the user is feeling as well as their levels of engagement, excitement and frustration. Similarly, eyetracking technology will record where they look at any given time and the data correlated with their emotional state.
In short, they will watch the final in the same way as they normally would do, without any interruption or outside influence, but they will also be unconsciously giving an honest, realistic and quantifiable critique of the adverts.
The SimpleUsability team will then analyse the data and reveal which had the greatest impact and won the X Factor Final, awarding the brand the title of ‘Advert of the Year’.
Using innovative technology to find an unobtrusive way to gain insights and objective, unbiased results is a philosophy at the heart of SimpleUsability’s attitude to market research. To see the process in action, click here.
