The new media landscape, characterised by the fragmentation and disaffection of audiences towards traditional television, urgently needs to incorporate innovative strategies that meet and connect with the demands of their audiences. This article analyses the ability of Neuroscience to optimise the production of content adapted to viewers’ preferences and verifies the introduction of this methodology into European public broadcasts. To this end, a review was carried out of the management reports, account memories and websites of state and regional public radio stations in the European Union (N = 100) and of the development of their hearings in 2010-15. In addition, based on an exploratory analysis and in-depth interviews with open and closed questionnaire, the opinion of neuroscientific experts, neuromarketing consultants, academics and professionals from European public television (N = 22) was gathered on the usefulness and introduction of this science for the study of audiences and its application in programming, and the role of Neuroeducation in the design of educational programmes. The results show that around a dozen public RTVs already apply audio-visual neuromarketing as an innovative tool for testing and designing entertainment products, commercial blocks and strategies to improve competitiveness compared to their implementation in educational programming, the main entrustment of the public service.