Using a system that measures brainwave activity, developed for NASA, Leo Burnett
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.