Durham University’s psychology department has partnered with Channel 4, to set up a new programme looking at the cognitive neuroscience of television  and advertising viewing.

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Channel 4 research could have “huge implications” for brand advertising

The 3-year course starts in October and will examine the behaviour of television watching and its underlying cognitive neuroscience.

The successful candidate will meet with the channel’s consumer insight team and work closely with renowned neuroscientist, Dr Amanda Ellison.

Dr Ellison has previously worked with Channel 4 on research that showed advertising on TV on-demand players outperforms that on on social media platforms for viewer acceptance, engagement and attention.

“Following our pioneering Not All VOD Is The Same Study with Dr Ellison and Durham University, this unique partnership will build on Channel 4’s innovative work in the field of television and advertising research,” explained Martin Greenbank, head of advertising research at Channel 4.