Welcome to Thinking Inside the Box – a series of research projects by Finecast to delve deeper into understanding how the TV landscape is evolving and what this means for advertisers.

We work closely with various established industry research partners to source reliable data and insights, understand it and inform how we educate our clients and develop our products and solutions.

This work builds on our mission to advance TV advertising experiences for both brands and viewers.

Explore the Insights below:

Lighting up Neural Networks:  The Brain's Response to Addressable

Phase Five of our research, investigates what happens in four key areas of the brain when people watch addressable vs. non-addressable ads within TV shows, as shown through state-of-the-art fMRI imaging. Explore the research here:


  Video snapshot

  Press release




Capturing Attention with Addressable

Phase Four of our research, is a study to understand the levels of attention across TV viewing in the UK and establish what factors drive attention in advertising. Explore the research here: 

  Executive Summary


  Press release

  Teaser video



Measuring the Success of Addressable

Phase Three of our research, explores how three brands are effectively using addressable TV today and how ads impact brand perception, viewer engagement and the likelihood of a call to action.

  Executive Summary

  Full Report

  Press release

  Video Snapshot



The Addressable TV Opportunity

Phase Two of our research, comprised of in depth industry interviews and neuroscience experiments with UCL professors to understand how viewers respond to TV ads in different contexts.

  Launch event


  TV advertising infographic

  Devices infographic



A Viewer’s Perspective: What is Television? 

Phase one of the research comprised of a series of ethnography sessions with TV viewers and their opinion on TV advertising today and how it’s changed.



  Blog post




For more information please get in touch at info@finecast.com and check back for more research on Thinking Inside the Box.