TV companies such as Disney and CBS are increasing the amount of audience testing they do, and they are calling on science to help. They are analysing online or multiplatform audiences using eye-tracking systems to see which ad people are attracted to, or ignore. CBS has had an audience testing facility in the MGM Grand in Las Vegas, where people who are bored of gambling can sit and watch new pilots in air condition rooms, before filling in a questionnaire and receiving a $10 voucher for the neighbouring CBS shop; they are now moving more into online and ad testing too. They need to know which ads work as advertisers are now paying a price based on how many view the ads, not on how many people view the TV programmes. CBS are even using brain monitoring equipment to monitor brain activity during programming and ads.
Read more at the New York Times.