Application of EEG to TV Commercial Evaluation

Mathieu Bertin, Rie Tokumi, Ken Yasumatsu, Makoto Kobayashi, Akihiro Inoue

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Citations (Scopus)


As ongoing advances in neurophysiological technologies render them easier to use and more cost-effective, their range of application has widened considerably. In the field of neuromarketing, a typical utilization is the recording of brain activity through electroencephalography (EEG) to evaluate the efficiency of a promotion. Here we apply EEG to evaluate a set of TV commercials for the Asahi Shimbun newspaper. Results show a positive correlation between activation in the prefrontal cortex and survey-based evaluation. These results support the use of brain waves methods as a reliable way to supplement traditional, verbal-based methods of promotion evaluation.

Original languageEnglish
Title of host publicationBiomedical Informatics and Technology - 1st International Conference, ACBIT 2013, Revised Selected Papers
PublisherSpringer Verlag
Number of pages6
ISBN (Print)9783642541209
Publication statusPublished - 2014
Event1st International Aizu Conference on Biomedical Informatics and Technology, ACBIT 2013 - Aizu-Wakamatsu, Japan
Duration: 2013 Sept 162013 Sept 17

Publication series

NameCommunications in Computer and Information Science
Volume404 CCIS
ISSN (Print)1865-0929


Other1st International Aizu Conference on Biomedical Informatics and Technology, ACBIT 2013


  • Consumer neuroscience
  • Consumer research
  • EEG
  • Neuromarketing
  • TV advertising

ASJC Scopus subject areas

  • General Computer Science
  • General Mathematics


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