Mediaprobe differentiates itself by measuring emotional engagement rather than simple viewership. The company argues that traditional metrics (ratings, GRPs, viewability) fail to capture how content psychologically affects consumers. Its Emotional Impact Score (EIS) measures second-by-second attention and emotional response using physiological signals (GSR).
The technology is applied across linear TV, radio, and streaming. Mediaprobe states it was founded to deliver automated consumer neuroscience at scale and developed the first scalable, objective metric for advertising and media effectiveness. The company rebranded from MindProber to Mediaprobe in June 2023 to reflect its neuroscientific focus.
Source: mediaprobe.com
According to CB Insights, Mediaprobe competitors include: Element Human (London, 2013) - AI tools for audience focus and sentiment; EmotionTrac (Florida, 2017, formerly Jinglz) - AI for emotional resonance of content; Buyology (California) - neuroscience-based subconscious brand reactions; Apex Scoring System; Valence Vibrations (Los Angeles, 2021) - systems that detect feelings from vocal tones; Human Dot Plus (Dallas, 2018, formerly CulturIntel) - emotional intelligence with business guidance; Vicomi (San Francisco, 2013) - sentiment and engagement for digital publishers.
Mediaprobe also competes with iSpot.tv in TV ad measurement and attention analytics, and with Ace Metrix in TV ad creative effectiveness measurement.
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Mediaprobe measures audience emotional engagement through physiological signals (galvanic skin response) captured via handheld sensors. The technology captures electrodermal activity through wireless palm sensors worn by panelists in their homes. A proprietary panel of 2,000 US and 1,200 UK participants uses these sensors along with the MP MediaTest app to register emotional reactions.
The system measures GSR to quantify how affected viewers are by content. Machine learning processes these signals into the Emotional Impact Score (EIS), providing second-by-second engagement data. Participants screen into the panel and watch content at home rather than in facilities. For seasonal series, incentivization strategies ensure a significantly overlapping sample across episodes.
Source: mediaprobe.com
