Starcom tests brainwave activity

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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.

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