First published on http://www.bangkokpost.com/
What emerged was a strong correlation in the pattern of signals, showing that the individuals were all focused — “engaged” — in what they saw.
Their level of interest matched the response of the wider public to the show and to the commercials as measured by Twitter and the Nielsen TV audience rating.
Of course, to be focused on something does not necessarily reveal whether you liked it or disliked it.
But the experiments with the Super Bowl ads provided a useful clue.
Hugely expensive commercials for the Super Bowl are usually followed up with lots of research to see whether the ads were a hit with the public or not.