System 1 Readies for Ad Ratings Launch

UK-based behavioural science specialist System1 is preparing to launch its Ad Ratings subscription service, which allows clients to compare the effectiveness of their adverts with those of competitors and to correlate ad effectiveness with media spend.

System1, which was previously known as BrainJuicer, uses an approach developed by psychologist and Nobel Laureate Daniel Kahneman to describe the way consumers make most of their decisions: quickly, intuitively and emotionally. Its new Ad Ratings service will provide clients with access to a database of adverts broadcast in the UK and US which are rated using the firm's ad effectiveness measures.

In a statement, the company said it is investing a 'significant amount' in developing this service, which it views as being important both in supporting the current business and in broadening the use of its core intellectual property to create new revenue streams. During the first half of the year, the firm will have invested some £1.8m, and further material investment is planned in H2.

Led by founder and CEO John Kearon (pictured), the company is online at www.system1group.com .