NBC tests viewers' brain, skin activity

March 22, 2007 The network last week received the results of its first dip into the world of neurophysiology -- examining brain waves, galvanic skin response and eye movement of TV viewers. NBC Uni research chief Alan Wurtzel said that the preliminary findings, which the network and research company are still sifting through, confirm previous research from multiple sources including Nielsen Media Research and Millward Brown that said viewers remain involved even though they're fast-forwarding. Testing was conducted on 20-25 volunteers by Innerscope Research, a Massachusetts-based firm co-founded by Carl Marci of Harvard Medical School.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.