Wired’s Biometric Super Bowl Ad Winner Is a Geeky Surprise
By Alexis Madrigal
The results are in from the Wired Biometric Super Bowl Party, and 25 of our readers’ autonomic nervous systems have selected their top 10 advertisements.
The Google ad that had everyone talking after the game got the attention of our party goers as well, but the real winner was a surprise. It turns out our readers are even geekier than we thought.
The study, conducted by Boston-based research firm Innerscope, was held at Wired HQ in San Francisco with participants from across the state and as far away as Sweden. These guinea pigs had their skin conductance, heart rate and movements measured to see how they responded physiologically to the motley assortment of Super Bowl ads.
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.
Read more: http://www.wired.com/2010/02/biometric-super-bowl-data/