Technological advances in the field of neuroscience have generally been well-received in the entertainment and advertising industries, where there are great commercial benefits linked to knowing the most intimate aspects of how audiences and consumers respond to different messages. Despite this interest in the results of neuroscience research, large enterprises seem to resist implementing them in their marketing activities, thus limiting the development of the discipline. This research reflects on the main factors that impact the adoption of neuromarketing within large-scale enterprises, both from a bibliographical and an empirical perspective. This review included ethical, economic, professional, technological, and cultural aspects. A review of secondary sources was undertaken to understand the current state of neuromarketing and its place within large-scale enterprises. This review suggested that a series of internal and external factors may be limiting its adoption, including organizational culture, lack of knowledge and training, uncertainty about its results and/or concerns about the cost of this methodology. To validate the results of the bibliographical research, a structured, self-administered online questionnaire was designed to be distributed amongst a senior decision makers within large companies in Spain. The aims of this survey were to diagnose the level to which major corporations in Spain are aware of and employ neuromarketing; and to identify the internal and external factors that may be limiting or driving its rate of adoption. Before running a full-scale study, a pilot test was undertaken to, among others, validate the sampling methods and survey distribution strategy and to measure the impact of some major challenges that had been identified during survey design. The pilot study did succeed in reaching highly qualified respondents, but its low response rate highlighted a major issue in the research design: the sampling method cannot scale efficiently. A full review of the sampling strategy and survey distribution method is needed before a full-scale study can be launched. The data gathered in the pilot study can't be considered representative or statistically valid; they are, at best, preliminary findings that will need to be validated by further research. The responses do suggest that neuromarketing techniques are not used in the majority of large Spanish companies and that the general level of knowledge on the subject is not very high. The results also suggest that neuromarketing has a good reputation amongst industry practitioners and that, if current trends are confirmed, its adoption will increase significantly in the future. The main factors that would drive the adoption of neuromarketing are the culture of innovation of the companies themselves and the direct alignment of neuromarketing techniques to the market research needs on the company. Further research in this area should take into account the learnings provided by this pilot.

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Verónica Crespo-Pereira es licenciada en publicidad y relaciones públicas por la Universidad de Vigo (UVigo) y máster en producción y gestión audiovisual por la Universidad de A Coruña. Ejerce como investigadora y docente en la UVigo donde lleva a cabo su tesis doctoral sobre la implementación de la metodología neurocientífica en el campo de la televisión. Es autora de diversos artículos en revistas de impacto sobre la mencionada temática.Beatriz Legerén-Lago es investigadora especializada en game studies, además de profesora de la asignatura Videojuegos: Diseño y desarrollo, entre otras materias relacionadas con la creación de proyectos interactivos. Autora de artículos y capítulos de libro sobre diseño de juegos. Ha participado en proyectos de investigación financiados en convocatorias públicas -autonómicas y nacionales-de concurrencia competitiva. ResumenLa neurociencia cognitiva ha permitido comprender mejor el impacto de estímulos mediáticos en el procesamiento cognitivo y emocional. Este artículo aborda una revisión bibliográfica exploratoria sobre la contribución de la neurociencia en el diseño de contenidos audiovisuales (N=57). El trabajo se llevó a cabo en tres etapas: a) revisión de información no estructurada; b) análisis, organización y síntesis del contenido; c) conclusiones. Así mismo, entrevistas a expertos en el campo televisivo, consultoría de neuromarketing y neurocientíficos (N=10) avalan los resultados hallados en la revisión bibliográfica. Como corolario, se aporta un conjunto de pautas fundamentadas científicamente para un diseño eficiente de contenidos televisivos de entretenimiento, educativos e informativos basados en el storytelling, la edición y la creación de nuevas plataformas. La investigación apunta a la emoción y atención como indicadores clave de eficacia para el diseño de productos televisivos. AbstractCognitive neuroscience has provided a better understanding of the impact of media stimuli on cognitive and emotional processing. This article offers an exploratory bibliographic review on the contribution of neuroscience in the design of audiovisual content (N=57). This review was carried out in three stages: a) review of unstructured information; b) analysis, organization, and synthesis of content; c) conclusions. Likewise, interviews with experts in the television field, neuromarketing consultants, and neuroscientists (N=10), support the conclusions from the bibliographic review. Subsequently, the paper provides a set of scientifically endorsed guidelines for the efficient design of TV content for entertainment, education, and information, based on storytelling, edition, and the creation of new platforms. The bibliographic research reveals that emotion and attention are the key indicators of effectiveness for the design of television products.

Con el objetivo de mejorar la atracción de nuevas audiencias, las cadenas de televisión públicas de Europa están utilizando la neurociencia para conocer mejor a sus usuarios y establecer las bases para el diseño de productos televisivos educativos eficientes. Además de permitirle comprender mejor las preferencias y gustos de la audiencia. A través de la revisión de la literatura, este documento se centra en el potencial de la neurociencia para el diseño de productos transmedia de éxito.

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