There are a lot of big words in this press release, so as a blogger I might not be qualified to comment on them, but ESPN and Disney are building what they call a " Emerging Media and Advertising Research Lab". Their thoughts (as you'll read in the release) on the Lab is that it will provide a look into your reactions to certain advertising and thus give you more of what you want in an ad. Sounds fascinating right? Right....

Developed to better understand the emotional drivers of audience behavior and physiological reactions to advertising, this state-of-the-art research lab will utilize sound empirical research methods to test traditional and alternative models for advertising. The facility will conduct year-round tests using the most advanced research techniques – including biometric measurement tools -- to evaluate engagement and emotional responses to advertising across media platforms.

The lab network plan is based on a hub-node design, where the central hub will program and execute tests at regional node facilities. The first node facility will be a 3000+ square foot lab to be built in Austin, Texas which will test a variety of advertising executions like interactivity, split screens, brand integration, sponsorships, addressable advertising, broadband video and mobile devices. The facility will also feature a small theater, multiple viewing suites, as well as an adjacent observation lounge.

Sounds very Clockwork Orange to me but I'd still love to see the place. I just have to put on my tinfoil hat before I go in because ESPN will read my thoughts. There's also a gentleman by the name of Professor Duane Varan that Disney has tabbed to be the head of this institution and he's apparently a global authority on television advertising.

I'm really hoping that they find one thing out that's very important as far as ESPN ads go. Those Baseball Tonight commercials are not even remotely funny. Wait until you see the latest one about the "bloody sock"...horrible (I'll post it soon).

(Via ESPN PR)