Galvanic Skin Response & Media Impact

// EMOTIONAL IMPACT SCORE - EIS

Mediaprobe’s impact metric - Emotional Impact Score

Mediaprobe’s impact metric – Emotional Impact Score (EIS) is calculated from the electrodermal activity (EDA) of viewers while they consume content. A typical EDA record to content consists of peaks or galvanic skin responses (GSR) to the content. Viewers who show more and larger GSRs are more engaged by the content.

Independent research and our data show that higher levels of GSR lead to stronger memory encoding.

This is why our metrics add an important value to media products’ editorial and commercial analyses. These unconscious psychophysiological responses mirror the true value of these elements and provide answers to questions such as:

// mediaprobe

The ultimate metric
for the “Attention Economy”

How it works

Why does audience emotional engagement matter?

There is a movement underway across the media industry which places increased scrutiny around the quality of impressions. Increasingly, brands and agencies are demanding the use of attention and engagement metrics to look beyond reach and frequency and understand the true impact of their content and campaigns giving rise to the so-called ‘Attention Economy’.

Whether it’s the content created, or the media sold, the capacity to objectively demonstrate their ability to deliver an engaged and attentive audience represents a huge opportunity for media owners to thrive in the Attention Economy.

Divert your assets to platforms and media that can deliver the same quality of reach.