
Mediaset bets on neuromarketings Sociograph for the success of his series of fiction Nuevas formas de elaborar ficci n, en la que se implican todas las reas estrat gicas (producci n, programaci n, comunicaci n, relaciones externas e investigaci n y marketing) es la apuesta que ha realizado Mediaset Espa a para evaluar sus series aplicando la tecnolog a de neurom rketing de Sociograph.
New fiction series of Mediaset Spain, como Prince o B&B, de boca en boca and even the next blockbuster Alatriste, han sido testadas y evaluadas con la tecnolog a de neuromarketing de Sociograph, en su departamento de investigaci n y marketing como un innovador valor a adido para conocer la atenci n y emoci n que producen estos contenidos de ficci n en el espectador, tal y como ha explicado Javier L pez Cuenllas, director de marketing de este grupo audiovisual.
Con el neuromarketing, Mediaset busca mejorar su programaci n, determinar si un contenido es viable o no antes de incorporarlo a su parrilla, y crear y ofrecer productos en l nea con los gustos de los espectadores, si bien s lo se utilizar de momento en los contenidos de ficci n.
Para ello se realizan pretest o investigaci n previa con un grupo de personas que portan unos dispositivos inteligentes, a modo de pulsera que incorpora un emisor, capaces de monitorizar las sensaciones y est mulos que tiene cada uno de ellos cuando visualiza un contenido determinado.
La captaci n de estas se ales por parte de cada uno de los participantes mediante estos dispositivos se transforma en datos m s precisos y objetivos para conocer la respuesta general del grupo ante el visionado, como en qu instante est m s atento al contenido; en qu momentos desciende el inter s o cu les impactan m s emocionalmente, etc.
Almost tailored content
En este sentido, el estreno hace una semanas de la serie Prince, protagonizada por Jos Coronado, lex Gonz lez o Rub n Cortada, entre otros, fue un xito de audiencia que sigue manteni ndose. Gracias al neurom rketing, el departamento de investigaci n y marketing de Mediaset puede determinar con el resto de reas implicadas en la serie las tramas que aumentan el inter s de los espectadores y potenciarlas en los diferentes cap tulos, con la selecci n de fotogramas concretos que captan los mayores est mulos, as como eliminar aquellos que no calan en la audiencia.
En cuanto al marketing se refiere, otra de las ventajas a adidas de esta t cnica es que permite insertar en el momento adecuado y m s emocional un product placement o pausa comercial reduciendo al m ximo la p rdida de inter s o cambio de canal de los espectadores.
Electrodermal activity
El neuromarketing es una t cnica patentada que aplica t cnicas del entorno de la neurociencia al mbito comercial, basada en la medici n de la actividad electrod rmica de un grupo de personas mediante la que se puede medir la atenci n, concentraci n, esfuerzo mental y la emoci n del individuo gracias a la incorporaci n de un dispositivo inteligente dotado de un emisor (pulsera, anillo, gafas, ), que env a se ales a un receptor con los est mulos que cada individuo tiene en cada momento del visionado.
El receptor es capaz de reunir y procesar dichas se ales para ofrecer datos precisos de la atenci n e impacto emocional general que ha manifestado dicho grupo, lo que ayuda a predecir su conducta. Adem s, esta tecnolog a permite medir segundo a segundo los cambios en la actividad cerebral y analizar c mo responde a las comunicaciones digitales y de qu manera les afecta tanto a nivel emocional como racional.
Esta tecnolog a que ofrece Sociograph Neuromarketing pretende superar las limitaciones de los modelos tradicionales de investigaci n de mercados, como cuestionarios, entrevistas, sondeos, etc. y actualmente se utiliza en numerosos entornos.
Un caso reciente ha sido durante la reciente celebraci n de Fitur 2014, con un proyecto denominado Destin metro desarrollado por DoubleYoy Madrid con tecnolog a de Sociograph e Icon Multimedia para TourEspa a, organismo nacional de Turismo responsable del marketing de Espa a en el mundo.
El Destin metro utilizaba tecnolog as de medici n sensorial mediante un dispositivo del tipo huella dactilar que captaba las se ales y respuestas electrodermales de los participantes mientras visualizaban im genes de diferentes destinos de turismo espa oles, que se analizaban en tiempo real y mostraban cu les eran las respuestas emocionales m s positivas respecto a un destino concreto que se hab a visualizado.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
08/01/2026
An evidence-based analysis on disinformation and information manipulation in Sudan's ongoing conflict is published today. (January 8th 2026).
Thomson Found...
08/01/2026
At CFP Semifinals, ESPN Again Flexes Its Operational Muscle With 20+ MegaCast Vi...
08/01/2026
SVG Students To Watch: Sophie Fowler, University of OregonThe Portland product has honed her skills as a producer, director, and TD at Quack VideoBy Brandon Cos...
08/01/2026
Follow the Money, Episode 3: Inside the Sports-Media Biz With Sam McCleery and K...
08/01/2026
SVG New Sponsor Spotlight: Qualstar's Jeff Sengpiehl on the Enduring Power a...
08/01/2026
Legendary February: Production Leaders at NBC Sports Pull Back the Curtain on Ol...
08/01/2026
In 2025 we launched the Spotify Partner Program to give creators more ways to tu...
08/01/2026
On Wednesday in Los Angeles, Spotify welcomed creators and press to a brunch cel...
08/01/2026
The Hollywood Professional Association (HPA) today announced several updates to its Board of Directors. As part of HPA's annual governance cycle, new leader...
08/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
08/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
08/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
08/01/2026
Spain's national public broadcaster, RTVE, has upgraded one of its main television production facilities in Madrid with the installation of two Alfalite NEO...
08/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
08/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
08/01/2026
Maxon's new release of Cinebench features performance enhancements and adds support for the latest Nvidia and AMD GPUs as well as Apple Silicon.
Maxon is t...
08/01/2026
Zixi, the industry leader in IP-based video transport and orchestration, today announced the appointment of Heather Mellish as Vice President, Global Sales.
In...
08/01/2026
Pebble, the leading automation, content management and integrated channel specialist, has provided a complete update of its installation at Canal Sur in Spain. ...
08/01/2026
iWedia, a global leader in software solutions for connected TV devices, proudly announces the success of its collaboration with Panasonic on the Z95B OLED TV, o...
08/01/2026
Secuoya Chile, a leading provider of television content creation and supporting services, has invested in Ikegami UHK-X600 and UHL-X40 broadcast cameras as the ...
08/01/2026
Kiloview, a global leader in AV-over-IP solutions, will showcase its latest innovations at ISE 2026, highlighting the continued evolution of its complete, light...
08/01/2026
iWedia, a global leader in software solutions for connected TV devices, and Realtek, a leading global SoC design house, today announced the next phase of their ...
08/01/2026
CJP Broadcast has completed a new pitch-side media installation for Cinderford RFC, creating a flexible production setup that supports match coverage, coaching ...
08/01/2026
PlayBox Neo further drives momentum in Playout, Streaming, Media Management and Delivery
"With a brand new year at PlayBox Neo already off to a flying start, I...
08/01/2026
Boston Conservatory at Berklee Presents Second Annual Commercial Dance BFA Conce...
08/01/2026
TSA awards Rohde & Schwarz contract for advanced airport screening ahead of Socc...
08/01/2026
Back to All News
New Korean Series Beauty in the Beast' (WT) in Production...
08/01/2026
The review looks back at DPA's miniature microphone development over the years. It compares the evolving technologies from the original mics through CORE an...
08/01/2026
Comscore Launches Audio Targeting and Measurement Capabilities with The Trade De...
08/01/2026
Tonight, on RT Prime Time at 9:35pm on RT One and RT Player
Tonight, Prime T...
08/01/2026
The Late Late Show celebrates the very best of traditional Irish music with its first-ever full special dedicated entirely to the tradition
Lisa Canny | Kevin...
08/01/2026
The next universal technology since the smartphone is on the horizon - and it ma...
08/01/2026
In the rolling hills of Berkeley, California, an AI agent is supporting high-stakes physics experiments at the Advanced Light Source (ALS) particle accelerator....
08/01/2026
It will be murder on the dancefloor when Dancing with the Stars returns this S...
08/01/2026
NVIDIA is wrapping up a big week at the CES trade show with a set of GeForce NOW...
07/01/2026
SVG Summit 2025: All General Sessions Now Available To Watch on SVG PLAYThe SVG Summit celebrated its 20th edition with a loaded agendaBy Brandon Costa, Directo...
07/01/2026
NBCU's Brings Rinkside Live' and Courtside Live' Features to Peaco...
07/01/2026
Spotify is launching a week-long celebration spotlighting creators at the center...
07/01/2026
We know people use Spotify not just to listen, but to share the songs, podcasts, and audiobooks they love with their friends and family. When we launched Messag...
07/01/2026
This week, all eyes are on the podcast industry as the Golden Globes recognizes ...
07/01/2026
Podcasts are stepping onto a new stage this week as the Golden Globes recognize the medium for the first time. To mark this milestone moment, we're hosting ...
07/01/2026
The National Film and Video Foundation (NFVF), in collaboration with a distributor, is commissioning new micro-budget fiction feature films and invites eligible...
07/01/2026
NASA's Space Launch System rocket carrying the Orion spacecraft launches on the Artemis I flight test, Wednesday, Nov. 16, 2022, from Launch Complex 39B at ...
07/01/2026
For the first time ever, new C' variants allow international users to interoperate with U.S. personnel via NSA-certified cryptography....
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...