NASA.
Multichannel News, November, 1998 by Gibbons, Kent
It's been said that buying commercial time isn't rocket science. But the folks at Leo Burnett USA's Starcom Media Services say their consumer research on the role that programming environment plays in viewers' attentiveness to ads is rocket science. The agency's researcher, Capita Systems, uses a brain-wave system developed by NASA.
By measuring the size and speed of brainwave movements during exposure to spots - airing during broadcast and cable shows - the companies found last summer that programs with higher "engagement" scores carried a greater level of viewer intensity into the ads.
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