How does Megan Fox lose to a violin-playing beaver? Ask the nervous systems of 25 Wired readers invited to San Francisco to watch the Super Bowl and have their biometrics monitored.
According To Science, EA Produced Super Bowl’s Most Stimulating Commercial
↵The company’s algorithms translate those measurements into a single metric they call “engagement.” While the researchers are obviously looking for spikes in people’s excitement — heart rate increases, etc — the best ads also generate consistent body movements and attention to the ad.
↵The winning ad was EA’s Dante’s Inferno spot, followed by FloTV and Denny’s. Two Doritos spots also made the top ten, along with (inexplicably) the Bud Light “Asteroid” spot.
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