Fox Sports just submit the thing most fascinating of the world for all who love the television.
What? A study of neuromarketing that, according to me, is the first of its kind in all of Latin America, if not the first, at the global scale.
But let’s go by parts to understand the importance of this note:
As you know, the business of television operates on the basis of certain numbers such as the famous rating.
Regardless of whether you believe or not in this kind of measurements, the television is no longer the same as before.
on the one hand, we have technological contributions prodigious, ranging from social networks to the 4K, the drones and the camera phantom.
And, on the other, we have a lot of changes in the habits and customs of the spectators, appeared styles of life that were not considered in the original databases, and we have screens prodigious to see the unimaginable.
To not to make a long story short, you and I are not a number, we never have been, and in the television industry, today more than ever, what matters is who you look at and what those people can come to feel.
why? Because emotions are the ones that mark the relationship between the viewers and the broadcasters, and because those emotions are the ones that create a partnership between the content, the advertisers and the purchase intention. Fox Sports have just changed the history of television, studying, as never had been done, the mind of its audience, sensing what they feel when they look at the television, when you look at the ads and how you can use all that to please their customers and their signs.
it’s not just a tv station. Now they are a sort of advisers emotional in the production of stimuli that is necessarily going to convert into more sales and more audience more satisfied.
I Am very impressed because every time I wanted to touch on the topic of emotions with the executives of some channels, more than one has mocked me.
tell Me that this does not matter to anyone, that is ridiculous, cheesy and, of course, go to the rating, as always.
Surely that is why now they’re doing as you always.
Note, please, what intelligence, and what sensitivity the of lords of Fox Sports because, well, they don’t work or fiction or news. I work with sports!
Can have something that generates more emotions than sports?
do You not have cried watching a football game, a fight or a race? What you haven’t wanted to cry during an olympic competition?
Well, already, the last straw-do you not run to hug someone after seeing you win your favorite team?
Imagine the executives of these major pay television channels by establishing alliances with some of the leading neuroscientists in the world.
Imagíneselos working with different universities, and plugging dozens of men and women, from Mexico to Argentina, some appliances sofisticadísimos to analyze it, to establish differences and similarities.
The result is a bomb of feelings, desires and actions. Is the future of television.
And yes, it applies to the marketing, but also for the creation and for making other decisions. Is incredible.
I loved to be in that event, get to know the people of Fox Business Intelligence and listen to its conclusions.
Them, for example, do not label the audiences as it was two or three decades, working with what they call tribes sports , and it is spectacular how to treat them.
you are engaged in some other thing but on television almost never speaks of attention, almost no one looks at this as what it is: a service.
Fox Sports yes. For them it is essential to give fans and advertisers a good service that will translate into something that goes beyond the television, in something that is a real life experience.
No, and neither will story of all that the executives of this company said of the importance of quality and credibility in the creation of emotional bonds and in purchase intentions of viewers because then yes no just never.
Until finally someone took care to sustain scientifically the emotional side of the television.
And look at what life is! That someone is a brand that works with sports, one of the most fascinating parts of the entire television industry.
Because, us not pretend, you don’t look at a football game as you would watch a news programme, a series or a soap opera. Viewed another way, with other people, in other circumstances, in other spaces.
do you Already got you to think that it’s going to happen now that Fox Sports has this study? What in all that’s going to change? What in all that is going to do?
What a great initiative! Congratulations, gentlemen! The way to do it. How little is not?
alvaro.cueva@milenio.com
