Abstract

The emergence of new digital business models and its subsequent impact on the consumption of audiovisual products has led to more optimized decisions and the constant refinement of the strategies of traditional media groups. In the last several years some major audiovisual companies have begun to incorporate novel methodological developments into their market research in order to give a more efficient response to audience demands. The introduction of neuromarketing is a trend that, although incipient, is becoming more established in Spain. In order to define the scope and impact of neuromarketing in its application to the Spanish audiovisual sector, this study aims to analyze both the implementation and the new professional who manages it, leading to a guide of best practices, challenges, and future development.