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MEDIAPROBE MEDIA MEASUREMENT SOLUTION
Measure True Audience Engagement and Impression Quality
Go beyond traditional and legacy methodologies to measure the true emotional impact of content and track overall impression quality. Mediaprobe allows you to understand how your target audience is feeling and reacting to content in real time, providing actionable insights to optimize advertising and content decisions. Not all impressions are equal. We take media measurement to a whole new level combining what people feel, what they think, and what they say to deliver true emotional engagement not just eyeballs on screen so it works with audio too!
Emotional Impact Score (EIS)
*EIS Scoreboard – US TV shows monitored over the last X week(s).
Benchmark your content against other TV properties or ads and determine the overall session impact for commercial efficacy. Click here to see our Emotional Impact Scoreboard with YTD results.
Emotional Impact Score (EIS)
Mediaprobe’s EIS tracks emotion second-by-second, providing essential information on whether an audience is both attentive and engaged with your content. EIS measures media at scale, so you can make informed creative and targeting decisions to gain viewers and increase revenue. Learn more >
Five first peaks EIS of sports
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Emotional Impact Score (EIS)
*EIS Scoreboard – US TV shows monitored over the last X week(s).
Benchmark your content against other TV properties or ads and determine the overall session impact for commercial efficacy. Click below to see our Emotional Impact Scoreboard with YTD results.
Emotional Impact Score (EIS)
Learn more >
Five first peaks EIS of sports
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ipsum dolor, pretium euismod risus faucibus, cursus finibus arcu. Curabitur sed tortor et lacus gravida consequat vel sit amet massa. Etiam elementum nec nunc ut vehicula. Nullam ultrices lectus et accumsan placerat. Phasellus consequat metus quis pulvinar ullamcorper.
Do you want to benchmark your content or programming with competitors or determine the overall impact of your content in a given context?
Create comparisons and scenarios, and learn what improvements drive success
Our Solutions
Audience Discovery Insights
Learn how different audience segments engage with different content to build connection and grow your audience.
Editorial Decision Making
Understand how production elements and editing choices drive viewer and listener engagement.
Content Optimization
Measure your audience’s emotional engagement second-by-second and gather actionable insights to optimize your content.
Sponsorship Optimization
Measure and optimize audiences’ emotional reactions to sponsorship campaigns.
Ad Performance
See how your audience truly engages with your ads and learn how to optimize ad value and placement.
Ad Performance
See how your audience truly engages with your ads and learn how to optimize ad value and placement.
Sponsorship Optimization
Measure and optimize audiences’ emotional reactions to sponsorship campaigns.
Content Optimization
Measure your audience’s emotional engagement second-by-second and gather actionable insights to optimize your content.
Editorial Decision Making
Understand how production elements and editing choices drive viewer and listener engagement.
Audience Discovery Insights
Learn how different audience segments engage with different content to build connection and grow your audience.
Why Mediaprobe
Mediaprobe measures true audience engagement by offering the first automated solution to deliver media metrics at scale to track how an audience is emotionally engaging with content, live broadcasts, and advertising.
Grounded in the science of galvanic skin response (GSR) to measure emotion, we provide viewer insights that previously were unavailable to content creators, media sellers, brands and advertisers.
Awards and Nominations
Mediaprobe was the winner of the USA Insight Innovation Competition in 2017. A panel of industry experts recognized our company as an innovator and game-changer in the insights space based on the following five categories:
1. Originality of Concept
2. Presentation Quality,
3. Market Potential
4. Scalability
5. Ease of Implementation
USA
Members of
We are committed to industry principles and standards and contributing to conversations that move our industry forward.
Measure true audience engagement with your content to optimize advertising and content decisions.
See our case studies
Advertising UEFA Champions League Final 2023: Soccer is Still the King of Emotional Engagement on TV
Manchester City has finally won the most coveted prize in European soccer: the UEFA Champions League Final 2023! After seven years and massive investments, Pep Guardiola's team made it into the elite ranks of soccer clubs with a single goal by Spanish defensive midfielder Rodri in a tight match against Inter Milan. While Manchester City won on the field, the Beautiful Game maintained its dominance in emotional engagement among TV viewers, with the live broadcast of the UCL Final 2023 scoring an Emotional Impact Score (EIS) above the Mediaprobe norm for live sports broadcasts in both markets we measured. The game's broadcast scored 11% higher than the norm in the United States and 15% higher than the norm in the United Kingdom. Despite performing above average, this year's final had a lower EIS than the 2022 edition in both the United States and the United Kingdom. Why? This could be explained by the fact that, despite the same scoreline, the game had more Peak EIS moments last year than we saw last Saturday. Even though it performed worse than the 2022 final, the UCL Final 2023 broadcast outperformed all other ball sports finals games this year on US television. The Champions League final match scored higher on EIS than the NBA Finals Game 5, Stanley Cup Game 6, the NCAA’s Men’s Final, and the Super Bowl. A Win for Advertisers as well The UEFA Champions League Final 2023 in Istanbul provided a win for the brands that bet on the event, either as sponsors or regular advertisers, with a global audience of around 450 million viewers and a record peak of 2.6 million viewers in the US. However, more than eyeballs, soccer is able to deliver a very high-quality context for advertising. Premium content generates high emotional engagement in viewers, which in turn leads to high emotional engagement with the surrounding advertising. This carryover effect, in which the emotional engagement of the content is transferred to the commercials, emphasizes the importance for brands and advertisers to plan their media budgets around high-quality content, meaning content with high EIS scores among target audiences. Official Sponsors of the UEFA Champions League reaped the benefits of their ongoing partnership with the competition, scoring significantly higher on EIS than Regular Advertisers during the event. Official Sponsors outperformed Regular Advertisers by 5% on the US broadcast and 14% on the UK broadcast. As a result, Official Sponsors were 1.75x more likely to be remembered in a post-event survey in the United States and 4.84x more likely in the United Kingdom. This highlights a pattern that we have seen repeatedly in the thousands of hours of content we have measured: high emotional content leads to high emotional advertising, resulting in higher brand recall that is tied up with an increase in brand awareness and purchasing intent. Conclusion Once again, the UEFA Champions League Final 2023 delivered highly emotionally engaging content, outperforming other sports broadcasts, and showing that soccer continues to increase its value, especially in the US. Our data shows that brands that associate with the sport are in a good position to benefit from the premium emotional engagement that soccer broadcasts deliver. With the FIFA Women’s World Cup starting next month, and on the road to the 2026 FIFA Men’s World Cup, which will be triple-hosted by the United States, Canada, and Mexico, broadcasters and brands continue to reap the benefits of betting on a sport that keeps growing in popularity and ROI value....
See case study >
Advertising Does Celebrity Endorsement Pay Off for Super Bowl Ads? Analyzing EIS and likability
Brands shell out millions of dollars for a 30-second commercial slot during the TV mega-event that is the Super Bowl. And many brands tap celebrities to be the faces of their Super Bowl ads, hoping their fame and likeability will translate to the brand. But does celebrity endorsement really work? Not necessarily, according to MindProber’s Super Bowl LVII ad analysis. We found that celebrity endorsements do not always lead to better results when it comes to generating emotional engagement for viewers during the game. What really matters in ad measurement MindProber’s analysis shows that celebrity endorsement ads do not lead to higher Emotional Impact Scores (EIS) than non-celebrity ads. In fact, celebrity ads scored, on average, slightly lower on EIS than non-celebrity ones during the 2023 Super Bowl. On the other hand, ads featuring stars outperformed non-celeb ads in terms of likability. Likability data, which is collected from our in-app dial that allows users to score a moment by like or dislike, shows celebrity ads are well-liked and effective at transferring positive sentiment to the brands. But when we measure more deeply into the audience’s real-time emotional reaction — going beyond what viewers tell us — we see celebrity ads actually have a less emotional impact than ads that don’t feature superstars. What to do when star power dims Our data suggest that while celebrity endorsement ads may be an effective way to promote recognition of a brand or product, they are not as effective at creating a stronger emotional connection with consumers, which is what translates to conversion and, ultimately, increased revenue. There may be reasons companies will choose to use celebrities in their advertising campaigns, such as to increase visibility or perceived credibility. But according to MindProber data, celebrities don’t necessarily translate to the kind of emotionally impactful ads brands want. How to understand if ads are engaging to brand buyers? Companies should support their decisions for the next Super Bowl ad campaigns with data-driven insights instead of relying on the misconceptions of star power. Learn more If you want to know more about our ad analysis methodology and our full Super Bowl ad rankings, contact us. Interested in more use cases? Check out our White Paper and Case Studies page....
See case study >
Advertising Touchdowns, Fumbles, and Wild Cards: Who Won the Super Bowl Ad Game?
As promised in our Super Bowl LVII emotional impact analysis, we’re back from the Big Game with our Super Bowl ad analysis. We all know the Super Bowl has become the pinnacle of the advertising industry, and throughout the years, people have remembered the ads that kept viewers glued to their screens during commercial breaks just as fondly (or not) as the big plays that decided the games. This year was no exception. With 113 million viewers, it’s no surprise brands spent a lot of money to get a spot on the biggest stage. While $7 million for a 30-second commercial may seem excessive, the Super Bowl provides a unique opportunity for brands to reach a huge audience in a single moment. With so much riding on it—investment, production, reputation—getting it right is critical. However, as with the game itself, not everyone will walk away with a trophy. Some commercials deliver more value than what was invested in their creation through a combination of creativity and ad placement. Others simply fall short. Emotional impact and placement combine to deliver ad performance More than any other commercial activity on the planet, Super Bowl ads are ranked, stacked, scored, and dissected. So, what makes MindProber’s measurement approach different? First, there’s our proprietary Emotional Impact Score (EIS), which measures viewers’ implicit or physiological reactions to the ads on a second-by-second basis in real time. This lets us go above and beyond what traditional and legacy methodologies can do in terms of delivering a true measure of emotional engagement. EIS allows brands to understand how their target audience is feeling and reacting while watching advertisements, providing them actionable insights to optimize content. Second, commercial success in terms of audience engagement is the result of more than just creative development. The ad’s placement during a specific break, or the position it occupies within that break, also has an effect on how viewers perceive the ad. A good ad with poor placement can result in a missed opportunity, while ads with weak creative elements can compensate by capturing the best placement within a commercial break. MindProber’s Super Bowl ad analysis considers these two factors to calculate the true value of a commercial’s emotional impact during the broadcast. In building our rankings, we focused only on commercials for products and services, leaving out trailers for upcoming movies and TV shows. (But in case you’re curious, the trailer for Indiana Jones and the Dial of Destiny was the clear winner with a 547 EIS.) Touchdowns: Top 3 Super Bowl LVII ads With that explained, let’s unveil our top 3 Super Bowl LVII ads. These commercials combined creativity and good media planning to achieve the highest EIS of measured ads, all of which scored higher than MindProber’s benchmark EIS for sports broadcasting of 500. 1. T-Mobile: “The Re-Write” | EIS: 542 https://youtu.be/zLJoQRS48KQ T-Mobile: The Re-Write 2. Planters: “Roast of Mr. Peanut” | EIS: 532 https://youtu.be/Q1IMqaAD8ik Planters: The Roast of Mr. Peanut 3. Bud Light: “Hold” | EIS: 531 https://youtu.be/azCNwGnxq0s Bud Light: Hold Fumbles: Bottom 3 Super Bowl LVII ads As with all competitions, for every winner, there must be a loser. These were the ads that scored lowest on our EIS metric: 58. Avocados from Mexico: “Make It Better” | EIS: 369 https://youtu.be/w57YsiNmt90 Avocados from Mexico: Make it Better 59. Michelob Ultra: “New Members’ Day” | EIS: 368 https://youtu.be/iDGwwVki13Q Michelob Ultra: New Member's Day 60. Rémy Martin: “Inch By Inch” | EIS: 309 https://youtu.be/ex1P-cXIKUE Rémy Martin: Inch by Inch Wild Card: Tubi made the crowd go wild The most impactful moment during a commercial break was delivered by Tubi, the free ad-supported television (FAST) platform owned by FOX. While technically not part of our rankings, as it was self-promotion for a FOX product, Tubi got the highest EIS of all commercial break content, even beating Indiana Jones. How did they do it? By pulling a clever and really well-executed prank on the audience that also benefited from good media placement. At the end of a commercial break deep in the 4th quarter, the Tubi promo started with the duo of FOX’s game commentators discussing the game, but they were suddenly replaced by a Tubi interface mimicking someone scrolling past shows. Panicking viewers quickly grabbed their remotes to get back to the game broadcast, only to realize they had been fooled. Here’s how Tubi pulled a really emotionally impactful stunt, which earned an EIS of 583! https://youtu.be/wKHKXezOxns Tubi Super Bowl Prank Ad The winning mix wins the Super Bowl ad game Once again, the Super Bowl delivered some great examples of advertising creativity. But being creative sometimes is not enough to get the best results. The best recipe for success is to mix creative elements capable of engaging the audience with a well-defined media placement that looks into the best positioning for your ads. By leveraging MindProber’s EIS, brands can better understand if their ads are capable of capturing audience attention and engaging them emotionally, plus how to better position ads within a broadcast to reach maximum potential. Learn more If you want to know more about our ad analysis methodology and our full Super Bowl ad rankings, contact us. Interested in more use cases? Check out our White Paper and Case Studies page. ...
See case study > Advertising UEFA Champions League Final 2023: Soccer is Still the King of Emotional Engagement on TV
Manchester City has finally won the most coveted prize in European soccer: the UEFA Champions League Final 2023! After seven years and massive investments, Pep Guardiola's team made it into the elite ranks of soccer clubs with a single goal by Spanish defensive midfielder Rodri in a tight match against Inter Milan. While Manchester City won on the field, the Beautiful Game maintained its dominance in emotional engagement among TV viewers, with the live broadcast of the UCL Final 2023 scoring an Emotional Impact Score (EIS) above the Mediaprobe norm for live sports broadcasts in both markets we measured. The game's broadcast scored 11% higher than the norm in the United States and 15% higher than the norm in the United Kingdom. Despite performing above average, this year's final had a lower EIS than the 2022 edition in both the United States and the United Kingdom. Why? This could be explained by the fact that, despite the same scoreline, the game had more Peak EIS moments last year than we saw last Saturday. Even though it performed worse than the 2022 final, the UCL Final 2023 broadcast outperformed all other ball sports finals games this year on US television. The Champions League final match scored higher on EIS than the NBA Finals Game 5, Stanley Cup Game 6, the NCAA’s Men’s Final, and the Super Bowl. A Win for Advertisers as well The UEFA Champions League Final 2023 in Istanbul provided a win for the brands that bet on the event, either as sponsors or regular advertisers, with a global audience of around 450 million viewers and a record peak of 2.6 million viewers in the US. However, more than eyeballs, soccer is able to deliver a very high-quality context for advertising. Premium content generates high emotional engagement in viewers, which in turn leads to high emotional engagement with the surrounding advertising. This carryover effect, in which the emotional engagement of the content is transferred to the commercials, emphasizes the importance for brands and advertisers to plan their media budgets around high-quality content, meaning content with high EIS scores among target audiences. Official Sponsors of the UEFA Champions League reaped the benefits of their ongoing partnership with the competition, scoring significantly higher on EIS than Regular Advertisers during the event. Official Sponsors outperformed Regular Advertisers by 5% on the US broadcast and 14% on the UK broadcast. As a result, Official Sponsors were 1.75x more likely to be remembered in a post-event survey in the United States and 4.84x more likely in the United Kingdom. This highlights a pattern that we have seen repeatedly in the thousands of hours of content we have measured: high emotional content leads to high emotional advertising, resulting in higher brand recall that is tied up with an increase in brand awareness and purchasing intent. Conclusion Once again, the UEFA Champions League Final 2023 delivered highly emotionally engaging content, outperforming other sports broadcasts, and showing that soccer continues to increase its value, especially in the US. Our data shows that brands that associate with the sport are in a good position to benefit from the premium emotional engagement that soccer broadcasts deliver. With the FIFA Women’s World Cup starting next month, and on the road to the 2026 FIFA Men’s World Cup, which will be triple-hosted by the United States, Canada, and Mexico, broadcasters and brands continue to reap the benefits of betting on a sport that keeps growing in popularity and ROI value....
See case study > Advertising Does Celebrity Endorsement Pay Off for Super Bowl Ads? Analyzing EIS and likability
Brands shell out millions of dollars for a 30-second commercial slot during the TV mega-event that is the Super Bowl. And many brands tap celebrities to be the faces of their Super Bowl ads, hoping their fame and likeability will translate to the brand. But does celebrity endorsement really work? Not necessarily, according to MindProber’s Super Bowl LVII ad analysis. We found that celebrity endorsements do not always lead to better results when it comes to generating emotional engagement for viewers during the game. What really matters in ad measurement MindProber’s analysis shows that celebrity endorsement ads do not lead to higher Emotional Impact Scores (EIS) than non-celebrity ads. In fact, celebrity ads scored, on average, slightly lower on EIS than non-celebrity ones during the 2023 Super Bowl. On the other hand, ads featuring stars outperformed non-celeb ads in terms of likability. Likability data, which is collected from our in-app dial that allows users to score a moment by like or dislike, shows celebrity ads are well-liked and effective at transferring positive sentiment to the brands. But when we measure more deeply into the audience’s real-time emotional reaction — going beyond what viewers tell us — we see celebrity ads actually have a less emotional impact than ads that don’t feature superstars. What to do when star power dims Our data suggest that while celebrity endorsement ads may be an effective way to promote recognition of a brand or product, they are not as effective at creating a stronger emotional connection with consumers, which is what translates to conversion and, ultimately, increased revenue. There may be reasons companies will choose to use celebrities in their advertising campaigns, such as to increase visibility or perceived credibility. But according to MindProber data, celebrities don’t necessarily translate to the kind of emotionally impactful ads brands want. How to understand if ads are engaging to brand buyers? Companies should support their decisions for the next Super Bowl ad campaigns with data-driven insights instead of relying on the misconceptions of star power. Learn more If you want to know more about our ad analysis methodology and our full Super Bowl ad rankings, contact us. Interested in more use cases? Check out our White Paper and Case Studies page....
See case study > Advertising Touchdowns, Fumbles, and Wild Cards: Who Won the Super Bowl Ad Game?
As promised in our Super Bowl LVII emotional impact analysis, we’re back from the Big Game with our Super Bowl ad analysis. We all know the Super Bowl has become the pinnacle of the advertising industry, and throughout the years, people have remembered the ads that kept viewers glued to their screens during commercial breaks just as fondly (or not) as the big plays that decided the games. This year was no exception. With 113 million viewers, it’s no surprise brands spent a lot of money to get a spot on the biggest stage. While $7 million for a 30-second commercial may seem excessive, the Super Bowl provides a unique opportunity for brands to reach a huge audience in a single moment. With so much riding on it—investment, production, reputation—getting it right is critical. However, as with the game itself, not everyone will walk away with a trophy. Some commercials deliver more value than what was invested in their creation through a combination of creativity and ad placement. Others simply fall short. Emotional impact and placement combine to deliver ad performance More than any other commercial activity on the planet, Super Bowl ads are ranked, stacked, scored, and dissected. So, what makes MindProber’s measurement approach different? First, there’s our proprietary Emotional Impact Score (EIS), which measures viewers’ implicit or physiological reactions to the ads on a second-by-second basis in real time. This lets us go above and beyond what traditional and legacy methodologies can do in terms of delivering a true measure of emotional engagement. EIS allows brands to understand how their target audience is feeling and reacting while watching advertisements, providing them actionable insights to optimize content. Second, commercial success in terms of audience engagement is the result of more than just creative development. The ad’s placement during a specific break, or the position it occupies within that break, also has an effect on how viewers perceive the ad. A good ad with poor placement can result in a missed opportunity, while ads with weak creative elements can compensate by capturing the best placement within a commercial break. MindProber’s Super Bowl ad analysis considers these two factors to calculate the true value of a commercial’s emotional impact during the broadcast. In building our rankings, we focused only on commercials for products and services, leaving out trailers for upcoming movies and TV shows. (But in case you’re curious, the trailer for Indiana Jones and the Dial of Destiny was the clear winner with a 547 EIS.) Touchdowns: Top 3 Super Bowl LVII ads With that explained, let’s unveil our top 3 Super Bowl LVII ads. These commercials combined creativity and good media planning to achieve the highest EIS of measured ads, all of which scored higher than MindProber’s benchmark EIS for sports broadcasting of 500. 1. T-Mobile: “The Re-Write” | EIS: 542 https://youtu.be/zLJoQRS48KQ T-Mobile: The Re-Write 2. Planters: “Roast of Mr. Peanut” | EIS: 532 https://youtu.be/Q1IMqaAD8ik Planters: The Roast of Mr. Peanut 3. Bud Light: “Hold” | EIS: 531 https://youtu.be/azCNwGnxq0s Bud Light: Hold Fumbles: Bottom 3 Super Bowl LVII ads As with all competitions, for every winner, there must be a loser. These were the ads that scored lowest on our EIS metric: 58. Avocados from Mexico: “Make It Better” | EIS: 369 https://youtu.be/w57YsiNmt90 Avocados from Mexico: Make it Better 59. Michelob Ultra: “New Members’ Day” | EIS: 368 https://youtu.be/iDGwwVki13Q Michelob Ultra: New Member's Day 60. Rémy Martin: “Inch By Inch” | EIS: 309 https://youtu.be/ex1P-cXIKUE Rémy Martin: Inch by Inch Wild Card: Tubi made the crowd go wild The most impactful moment during a commercial break was delivered by Tubi, the free ad-supported television (FAST) platform owned by FOX. While technically not part of our rankings, as it was self-promotion for a FOX product, Tubi got the highest EIS of all commercial break content, even beating Indiana Jones. How did they do it? By pulling a clever and really well-executed prank on the audience that also benefited from good media placement. At the end of a commercial break deep in the 4th quarter, the Tubi promo started with the duo of FOX’s game commentators discussing the game, but they were suddenly replaced by a Tubi interface mimicking someone scrolling past shows. Panicking viewers quickly grabbed their remotes to get back to the game broadcast, only to realize they had been fooled. Here’s how Tubi pulled a really emotionally impactful stunt, which earned an EIS of 583! https://youtu.be/wKHKXezOxns Tubi Super Bowl Prank Ad The winning mix wins the Super Bowl ad game Once again, the Super Bowl delivered some great examples of advertising creativity. But being creative sometimes is not enough to get the best results. The best recipe for success is to mix creative elements capable of engaging the audience with a well-defined media placement that looks into the best positioning for your ads. By leveraging MindProber’s EIS, brands can better understand if their ads are capable of capturing audience attention and engaging them emotionally, plus how to better position ads within a broadcast to reach maximum potential. Learn more If you want to know more about our ad analysis methodology and our full Super Bowl ad rankings, contact us. Interested in more use cases? Check out our White Paper and Case Studies page. ...
See case study >
