Are consumers really hearing your messages? A new report uses neuroscience to get to the bottom of that question. The report, by Aki Technologies, gauged brainwave activity among consumers who watched the Super Bowl. During the game, consumers were outfitted with EMOTIV headsets primed to detect six emotions: excitement, interest, stress, engagement/boredom, attention and relaxation.

Stephanie Klimaszewski, SVP of Marketing at Aki, said the purpose of the report is to help marketers make more informed and strategic media investments. “By understanding audience receptivity in response to big media events like the Super Bowl, and other major news and cultural events, like the January 2021 invasion of the Capitol, unseasonable weather and the Academy Awards, marketers can gain new insight into audience receptivity to advertising during marketable moments.”

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