Super Bowl XLI Ads to be Ranked by fMRI Brain Scans

FKF Applied Research and UCLA Brain Mapping Center to Release Second Annual

fMRI Super Bowl Ad Ranking Using Advanced Brain Imaging to Study Ads

Jan 31, 2007, 00:00 ET from FKF Applied Research, LLC

    LOS ANGELES, Jan. 31 /PRNewswire-USNewswire/ -- Want to know which
 Super Bowl ads scored touchdowns and which fumbled? FKF Applied Research,
 LLC and Professor Marco Iacoboni of the UCLA Ahmanson Lovelace Brain
 Mapping Center will release their Second Annual Ranking of the most
 effective Super Bowl ads using fMRI brain imaging. They will monitor
 activity in regions of the brain known to help control whether a consumer
 will buy or reject a pitch, and will provide color images showing these
     The fMRI displays activity in parts of the brain responsible for
 elemental responses, including wanting, reward, surprise, fear, disgust,
 conflict, and attempts to control emotions. The ad rankings will be
 available Sunday night and will be posted on and
 also distributed through a press release. More about the use of fMRI in
 assessing advertising, news stories and last year's results are also on the
     FKF Applied Research and Dr. Marco Iacoboni's group at the UCLA
 Ahmanson Lovelace Brain Mapping Center recruit advertising's prime target
 viewers, men and women ages 18-34, to watch the Super Bowl ads as they air
 during the game.
     The subjects view the ads while in UCLA's high-field fMRI scanner,
 which measures real-time the activity in their brains.
     "Many of the forces that determine how people feel and act are very
 automatic: they can't tell you exactly what is going on deep in their brain
 any more than they could tell you what is happening in their heart" says
 Dr. Joshua Freedman, Assistant Clinical Professor of Psychiatry at UCLA and
 co- founder of FKF Applied Research. "Pundits and polls certainly can't
 access this information either -- fMRI lets us see how people are actually
 reacting to the ad." Dr. Freedman notes that last year the Sierra Mist ad
 was a big hit in people's brains, but commentators overlooked it. "Research
 is confirming what seems obvious in hindsight -- buying or not buying is
 determined by activity in the peoples' brains."
     FKF Applied Research ( uses fMRI
 technology to better understand commercially and culturally important
 communications. fMRI (functional magnetic resonance imaging) is viewed by
 most neuroscientists as the most powerful technology ever developed to
 understand how people think, feel, and make decisions. It has
 revolutionized the scientific study of human behavior and choice at most
 major Universities around the world, and is rapidly changing the field of
 market research and advertising.
     For an interview with Dr. Joshua Freedman, UCLA Assistant Clinical
 Professor of Psychiatry and co-founder of FKF Applied Research, contact
 Debra DeShong Reed (202-528-4214), Amy Weiss (202-203-0448) or Mark Wheeler
 with UCLA (301-794-2265).

SOURCE FKF Applied Research, LLC