The research looked at the live brain response of 150 people who saw various combinations of ads and program content. Researchers found that brain activity in the region where long-term memory is stored was, on average, 15% higher when ads were contextually relevant to the program content, than when they weren't.
A “stronger impact” comes when the creative content has a certain appeal -- even if it is in a somewhat unrelated category -- such as when a car ad highlights the “beauty and glamour of the driving experience” airs during a fashion program.The Bravo network sales team often pitches the use of vignettes that can blend elements of a program with a brand. They claim that such "hybrid" spots have the highest recall, and average an increase of 19% in neuro-activity.
Source - Study Links TV Content To Ad Value, MediaDailyNews