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LA Media has announced a new partnership with Neuro-Insight in an effort to better understand fan behaviour and how marketers can use better strategies for sports media.

In a press release, TLA said the work of Neuro-Insight “uncovers the invisible driver of fan behaviour, the subconscious where 95% of decision making takes place”.

As part of the partnership, Neuro-Insight provided a number of key findings for TLA in terms of how brands are successfully advertising in live sport and how brands can best integrate their advertising into live products.

TLA global head of media, Mark Pejic, said: “The fan community underpins the TLA business.”

“By developing a more intrinsic understanding of the fan, this research allows us to better understand what drives their behaviour and enables our business to shape smarter communication strategies for our clients and products.

“The research demonstrates that the brain is more receptive to messages embedded in game.

“We know from our last study with Neuro-Insight that advertising in live sport is at least 12% more effective than a TVC alone.

“Therefore, when brands advertise weekly in-game, it unlocks an open gateway for brands to join, maintain and embed onto the fertile fan memory network,” Pejic said.

Neuro-Insight senior analyst, Casey Kudrenko, said: “In continuing to work with TLA, we were challenged to dig deeper into the nuances of sport and the opportunities available to those increasing their proximity to this already proven, highly receptive territory.”

“With this latest research we have gained rich insight into the fan association network, unlocking implicit association that has otherwise remained hidden when it comes to observed behaviour.

“This research offers a new perspective on the intangible distinctiveness of sport and encourages brands to embed themselves within the rich territory of implicit associations,” Kudrenko said.