Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Starcom tests brainwave activity

Published on .

Using a system that measures brainwave activity, developed for NASA, Leo Burnett Co.'s Starcom Media Services released a study measuring the relationship between program attentiveness and interaction with commercials shown during a program. Starcom found the more a subject's brainwaves indicated engagement in a show, the more the brainwaves were engaged by the following commercials. Starcom said, "It is significant we are attempting to move beyond self-reported attention, or even observed eyes on screen measures, towards a truly uncontaminated behavior-based approach."

Copyright October 1998, Crain Communications Inc.

Most Popular
In this article: