365Telugu.com online news,Hyderabad, May 5th, 2025: In an era where digital platforms compete fiercely for consumer attention, Linear TV continues to dominate as the most effective medium for brand building, according to a groundbreaking study by 5th Dimension Neuromarketing Research, commissioned by ZEE Entertainment Enterprises Ltd.
ఇది కూడా చదవండి…యూట్యూబ్ న్యూ ఫీచర్: సెన్సిటివ్ థంబ్నెయిల్స్ను ఆటోమేటిక్గా బ్లర్ చేసే సాంకేతికత..
Also Read this.. PAUL & SHARK APPOINTS KL RAHUL AS THEIR GLOBAL BRAND AMBASSADOR – A FIRST FOR AN INDIAN FACE
ఇది కూడా చదవండి…యూట్యూబ్ న్యూ టూ పర్సన్ ప్రీమియం ప్లాన్.. నెలకు రూ. 219కు సభ్యత్వం..
Utilizing advanced neuroimaging technology, the study demonstrates that Linear TV advertisements achieve over 115% higher attentiveness and 15% greater engagement compared to user-generated content (UGC) and social media platforms.
Conducted by 5th Dimension, the research employed cutting-edge EEG Brainwave Mapping to measure consumer responses attention, comprehension, engagement, enjoyment, and purchase intent across multiple platforms.
The findings reveal that Linear TV ads garner 2.2 times higher attention than social platforms and drive 30% better comprehension, indicating superior cognitive processing. Most notably, Linear TV ads result in an 18% increase in purchase intent compared to social and UGC platforms, underscoring the big screen’s ability to create a distraction-free, immersive environment.
The study also compared Linear TV with Connected TV (CTV), noting that Linear TV has a marginally higher impact than long-format content on CTV. While UGC content on CTV outperforms its mobile counterpart, Linear TV remains unmatched in capturing and retaining viewer attention.
Rituparna Dasgupta, Executive Vice President Network Research & Consumer Insights at ZEE Entertainment, emphasized the significance of the findings: “This study, powered by 5th Dimension’s neuroscience-based approach, reaffirms Linear TV’s unparalleled ability to deliver impactful brand experiences.
The distraction-free, high-quality environment of Linear TV fosters deeper consumer connections, solidifying its pivotal role in the media mix.”
Jairaj Jatar, Director at 5th Dimension Neuromarketing Research, added, “By leveraging advanced neural analytics, we’ve gained unprecedented insights into consumer behavior across platforms.
The results clearly show that Linear TV creates a uniquely compelling environment for advertisements, driving stronger emotional and actionable responses. Partnering with ZEE has allowed us to explore the nexus of consumer psychology and decision-making.”
Aditya Shastri, Managing Partner at 5th Dimension, highlighted the technology behind the study: “Our AI-powered neuro-testing platform decodes audience responses with precision, offering transformative insights for advertisers, studios, and media platforms. This study showcases the power of neuroscience in understanding creative impact and optimizing brand strategies.”
As the Media & Entertainment landscape evolves, the demand for precise consumer insights grows. 5th Dimension’s study, blending predictive analytics with deep diagnostic capabilities, underscores Linear TV’s critical role in delivering measurable brand impact.
These findings position Linear TV as an indispensable tool for advertisers seeking to maximize engagement and drive consumer action in a competitive digital age.