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Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting

In: Neuromarketing in Business

Author

Listed:
  • Pedro R. Almeida

    (MindProber, Praça Conde Agrolongo
    University of Porto)

  • Pedro S. Moreira

    (MindProber, Praça Conde Agrolongo
    University of Minho, Psychological Neuroscience Lab, CIPsi, School of Psychology)

  • Joseph D. Timson

    (MindProber, Praça Conde Agrolongo)

Abstract

With the massive change in the media broadcasting landscape, and in the way advertising space and sponsorship are sold, there is an opportunity to include the up-to-now intangible aspects of emotional activation as elements in the measurement and valuation of media properties. In this chapter, we illustrate the foundations of our approach to media valuation using psychophysiological indicators of emotional arousal. We will describe the underlying rationale for the use of electrodermal activity measures as indexes of emotional activation as fans are watching live broadcast sports and present our technological and methodological approach to collecting these signals in scale. We will then illustrate with two short use cases. Finally, we lay our vision concerning the development of the industry and the role that emotion measurement may have as a game changer element for ad activation.

Suggested Citation

  • Pedro R. Almeida & Pedro S. Moreira & Joseph D. Timson, 2022. "Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting," Management for Professionals, in: Benny B. Briesemeister & Werner Klaus Selmer (ed.), Neuromarketing in Business, pages 55-66, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-658-35185-4_5
    DOI: 10.1007/978-3-658-35185-4_5
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