In this study, we detect latent emotions by evaluating Japanese TV commercials. Since TV commercials have penetrated deeply in our lives, they have given significant impacts on consumers' willingness to buy as well as on enhancement of brand image. Evaluating TV commercials and comprehending psychology of consumers are cited as one of key business issues. Therefore, we focus on consumers' latent emotions while watching TV commercials that they favorably remembered afterward, by using an electroencephalogram (EEG) and a questionnaire. In our experiment, we deal with award-winning and non-award-winning TV commercials in Japan. Moreover, we examine the effects of the favorable TV commercials on consumers' memories with time. The results showed that different kinds of latent emotions were interacted depending on characteristics of TV commercials: the presence of award and viewing time. In particular, consumers experienced the same kinds of emotions while watching the award-winning TV commercials that left favorable impressions on them not only soon after watching but also a month later. This tendency did not apply to the non-award-winning TV commercials. In this way, we investigate how consumers' favorable TV commercials actually impact on their latent emotions and their memories.