HK1166007A

HK1166007A - A method and system for using coherence of biological responses as a measure of performance of a media

Info

Publication number: HK1166007A
Application number: HK12106730.8A
Authority: HK
Inventors: 汉斯‧李; 蒂姆耶‧洪; 威廉‧威廉斯; 迈克尔‧费蒂普莱斯
Original assignee: 埃姆申塞公司
Priority date: 2007-03-07
Filing date: 2007-06-27
Publication date: 2012-10-19

Description

Method and system for using consistency of biological responses as a measure of media performance

Technical Field

The present invention relates to the field of media performance evaluation based on viewer physiological responses.

Background

Existing methods and systems for calculating how viewers react to media often include taking an average response from a survey and/or employing viewer "knobs" or other rating schemes. These prior methods only show how the average response is, and not how the individual responds. Just as personal reactions may be strongly biased by previously experienced personal events, a person's reaction to an event in the media may also be affected by a previous event that occurred immediately prior to the current event. This effect can severely skew the average response to the current event in a way that is not directly related to the current event. Thus, existing approaches may be biased by subjective responses of the viewers, since only an average of the physiological responses of the individual viewers is taken into account at a given time, and may not capture the overall picture how the viewers feel when viewing media as individual exceptional responses dominate the average response.

Disclosure of Invention

Various embodiments of the present invention create a novel system and method for rating an event in media based on the viewer's emotional intensity of the event. The viewer's response to the media can be measured and calculated by physiological sensors. The metric used to evaluate the effectiveness of the media is generated based on the mathematical consistency of the change (up or down) of all relevant physiological responses of the various viewers. This rating provides an objective ability to compare the effectiveness of multiple events in a medium, as there is a strong correlation between high consistency of biological response (all viewers feel the same thing at the same time) and high rating of infectivity, attractiveness, popularity and success on the market/screen.

Drawings

FIG. 1 is an illustration of an example system that evaluates media based on consistency of viewer physiological responses, according to one embodiment of the invention.

FIG. 2 is a flow diagram illustrating an example process of rating media based on consistency of viewer physiological responses according to one embodiment of the present invention.

Fig. 3(a) - (c) illustrate an example one-piece headgear used in one embodiment of the invention from different angles.

FIG. 4 illustrates an example time series diagram of the average position of three physiological response vectors over time, according to one embodiment of the invention.

FIG. 5 is an exemplary graph illustrating the consistency of the physiological responses of a favorite advertisement calculated from the physiological data of 40 people viewing the advertisement according to one embodiment of the present invention.

FIGS. 6(a) - (b) illustrate exemplary consistency of reaction (CoR) values for an advertisement and a video game, respectively, according to one embodiment of the present invention.

Detailed Description

The present invention is illustrated by way of example, and not by way of limitation, in the figures of the accompanying drawings and in which like reference numerals refer to similar elements. It should be noted that "an," "one," or "some" embodiment(s) in this disclosure are not necessarily referring to the same embodiment(s), but to at least one embodiment.

Various embodiments of the present invention produce a method and system for evaluating media performance using consistency of physiological responses of various audience groups of the media. The reaction consistency measure objectively measures the effectiveness of the media in many people because it indicates when the viewers are simultaneously producing the same emotion. The consistency of the physiological response corresponds to multiple viewers having the same emotional response at the same time or different emotional responses at the same time, which is a much better indicator of media performance than the average of the physiological responses or survey data.

The evaluation method of the present invention is based on the following principle: in the market, a powerful medium can produce not only a strong emotional response in one viewer, but also the same strong emotional response in many viewers. When viewers watch a piece of media, they produce different emotions, but for successful media, there are key events that produce a consistent response with the physiological data of each audience population. If there is no consistent response to the media, the media will not perform well; that is, if some viewers do like the media and others comparable to those viewers do not, the media will not sell well due to poor ratings, poor word-of-mouth, or other negative perspectives.

FIG. 1 is an illustration of an example system that evaluates media based on consistency of viewer physiological responses, according to one embodiment of the invention. Although fig. 1 depicts the various components as functionally separate, such depiction is for illustrative purposes only. Those skilled in the art will readily appreciate that the components depicted in FIG. 1 may be arbitrarily combined or separated into separate software, firmware, and/or hardware components. Moreover, those skilled in the art will also readily appreciate that these components, regardless of how they are combined or divided, can execute on the same computing device or multiple computing devices, and wherein the multiple computing devices can be connected by one or more networks.

Referring to fig. 1, physiological data for each of a plurality of viewers 102 viewing an event of a media 101 is measured and recorded using one or more sensors 103. Here, the media may be one or more of movies, videos, television programs, television commercials, advertisements, video games, interactive online media, printed matter, and any other media from which viewers can learn information or be emotionally affected. The duration of an event in the media may be constant, non-linear, or semi-linear in time. The measured physiological data may include, but is not limited to, heart rate, electroencephalogram (EEG) signals, blink rate, respiration, motion, and each of the one or more sensors may be one of: electroencephalographs, accelerometers, blood oxygen sensors, galvanometers, electromyographs, and any other physiological sensor. Alternatively, an integral sensor headset may be employed, as discussed in detail below. Physiological data within the body has been shown to correlate with changes in a person's mood. By sensing these exact changes rather than using surveys, knobs, or other easily biased measures of response, the present invention improves both the data recorded and the granularity of the data, since physiological responses can be recorded many times per second.

After being measured, the physiological data of the viewer can be sent to the consistency module 104, and the consistency module 104 derives the physiological response of the viewer based on the physiological data measured by the viewer while viewing the event. Here, the physiological response may be one or more of the following: thinking, liking, attraction, immersion, body attraction, induction, and enthusiasm, wherein thinking and liking can be calculated from EEG. The consistency of the viewer's physiological response to the event may then be calculated and the event may be evaluated based on the consistency of the viewer's physiological response. Optionally, the media itself may also be rated based on the rating of all events in the media.

FIG. 2 is a flow diagram illustrating an example process of rating media based on consistency of viewer physiological responses according to one embodiment of the present invention. For purposes of illustration, FIG. 2 depicts the functional steps in a particular order, but the process is not limited to steps in any particular order or arrangement. Those skilled in the art will recognize that the various steps depicted in fig. 2 may be omitted, rearranged, combined, and/or modified in various ways.

Referring to fig. 2, in step 201, physiological data is measured for each of a plurality of viewers watching an event in media. Then, at step 202, the measured physiological data may be recorded; at step 203, a physiological response to the event may be derived based on physiological data measured from the viewer of the event. At step 204, calculating the consistency of the viewer's physiological response to the event; in step 205, the event and/or media may be evaluated based on the consistency of the physiological responses of the plurality of viewers.

In some embodiments, an integral headset may be placed on the viewer's head to measure his/her physiological data as the viewer watches the event of the media. The physiological data may be recorded programmatically on a computer that allows the viewer to interact with the media while wearing the headgear. Fig. 3(a) - (c) illustrate an example one-piece headgear used in one embodiment of the invention from different angles. The processing unit 301 is a microprocessor that: which digitizes physiological data and then processes the data into physiological responses including, but not limited to, thinking, attraction, immersion, body attraction, induction, enthusiasm, and the like. The tri-axial accelerometer 302 senses the movement of the head. The silicon stabilizing straps 303 allow for more robust sensing by stabilizing the headgear to minimize motion. Right EEG electrode 304 and left EEG electrode 306 are forehead dry electrodes that can be used without preparation. Less compressive contact between the electrode and the skin is required. The heart rate sensor 305 is a robust blood volume pulse sensor located around the center of the forehead and a rechargeable or replaceable battery module 307 is located over one ear. The adjustable band 308 at the rear is used to adjust the headgear to a comfortable tightness setting for many different head sizes.

In some embodiments, the integrated headset may be turned on with a button and the viewer's physiological data measured and recorded immediately. Data transmission may be done wirelessly through a computer interface linked to the headset. The viewer does not need to perform skin preparation or gel to obtain accurate measurements, and the headgear can be easily removed from the viewer and immediately used by another viewer. The head cover does not deteriorate during use and can be reused for thousands of times.

In some embodiments, the viewer's physiological response may be derived by a plurality of formulas that take the viewer's physiological data as input. Facial expression recognition, "knobs" and other emotional metrics may also be used as inputs that are valid commensurate with physiological data. Each resulting physiological response (which may include, but is not limited to, "attraction," "excitement," "thinking," and "evoked") combines physiological data from multiple sensors into a multifaceted, easily understood representation of the viewer's emotional response.

In some embodiments, the physiological response may be calculated in many different viewers when they are watching the same media at the same time or at different times. The physiological responses may be viewed as a time series for each viewer and combined to display an aggregate response for multiple viewers. Physiological responses may also be averaged or observed over multiple data segments to analyze responses to key events in the media. As a non-limiting example, FIG. 4 shows that when 40 people watch the same commercial "Budweiser: fixing Leak ", an example time series plot of the average position of three physiological response vectors, a body attraction vector 401, a thought level vector 402, and a mood" like "vector 403, as a function of time. Body attraction vector 401 shows that the viewer is relaxed in mood while watching the media until point 404 where the person falls from the eaves. At point 401, the body attraction rises. This corresponds to the viewer being physically attracted to a greater extent when seeing the end of the "fill action" of the advertisement than when seeing the beginning based on more conversations. The second vector 402 is the strength of the audience's active thinking. The higher the value, the more likely the viewer will remember the event.

In some embodiments, the physiological response of the viewer may be analyzed specific to the type of media viewed by the viewer. Non-limiting examples are as follows:

video game: in the case of a video game, the video of the physiological response and the spectator experience (generating the response) may overlap, and the spectator experience may be divided into related portions (events) corresponding to various events in the game. The combination of video, key events and viewer physiological responses allows the examination and evaluation of specific instances of events and physiological responses of all viewers.

Advertising: the key to a good advertisement is for viewers to remember the advertisement, liking the cause they remember, which decides to buy the product. By sensing physiological data and tagging events, the consistency module can define which events the viewer likes, how much each event the viewer likes, and group their physiological responses based on demographic conditions to determine what concerns the viewer about brand time (events) or whether the viewer likes an event over other events.

Movie: for a movie to be good, it must produce a "correct" emotional response among the viewers. The physiological response to the movie can be objectively evaluated based on the physiological data. Further, the percentage of viewers that are likely to be at a particular time (event) in the movie may be defined based on the consistency of the viewers' responses to the event in the movie.

Consistency of reaction

In some embodiments, the consistency module is operable to calculate a viewer's consistency of response (CoR) based on a time series of physiological data recorded as the viewer interacts with the media. Reaction consistency can be calculated for all points in the time series based on how close the trends in the reactions at each given point are to each other. There are many methods of mathematically calculating trends in reactions in time series, including but not limited to standard deviation methods and binning methods.

In some embodiments, the consistency of the physiological responses may be calculated based on the standard deviation of the physiological responses of the multiple viewers during a particular one of the events and/or the standard deviation of the derived amount of the physiological responses (e.g., the magnitude and value of the physiological responses). Correlations may be calculated for the derived quantities of all physiological responses, and the change in trend is reflected by the number of viewers having a positive derived quantity of a single response at a given time or duration of the event.

In some embodiments, the viewer's physiological responses to the entire media or events in the media may be categorized based on similarity of responses and classified into predetermined categories by category element. Here, the predetermined categories may include one or more of the following: positive, flat, negative. As a non-limiting example, reactions of viewers having positive changes during the event are categorized in one category while reactions of viewers having non-positive changes during the event are categorized in another category. The number/percentage of viewers reacting in one way or another is then counted. For example, the number of viewers who reacted to a joke with a positive emotion for a majority of the joke is counted and compared to the number of viewers who did not react to the same joke with a positive emotion. Other embodiments utilize different classes of elements or different reaction data that contain small/large deviations, where small and large are defined by less than or greater than a predetermined amount.

After the physiological responses of the viewers are divided by the class elements, the overall consistency of the responses to the event and/or media may be evaluated based on the distribution of the number of viewers in each response class element. In some embodiments, the event is rated using the percentage of viewers who reflect a positive change in reaction. As a non-limiting example, a joke is considered successful if 80% of the viewers respond positively to the joke. Other embodiments aggregate ratings for many events (e.g., percentage of events with more than 70% variance consistency) and other metrics.

As one non-limiting example, fig. 5 is an exemplary graph illustrating the consistency of the physiological responses of favorite advertisements calculated from the physiological data of 40 people viewing the gillette fusion Super bow advertisement in 2006. The 5 boxes show areas of high positive and negative consistency during the ad time. The consistency in this case is calculated as the number of viewers with a positive or negative derivative per.25 second segment of the advertisement. Blocks 501, 503 and 505 show the consistency of the response as the likeability of most people decreases. The positive areas (blocks 502 and 504) show the consistency of the response as the likeness of most people rises. The most consistent reaction occurs at blocks 504 and 505, where block 504 occurs at 35 seconds of the ad, immediately before the Gillette Fusion flag is introduced, and block 505 occurs immediately after the flag is introduced. From this analysis, the following conclusions can be drawn: there is a positive endorsement of the product introduction but the viewer then reacts negatively to the introduction.

In some embodiments, the time series of physiological data may also be smoothed and filtered prior to CoR computation to allow different scales of responses to be computed. As a non-limiting example, if physiological data is recorded at 100Hz, but long events (e.g., 2 minutes) need to be calculated, the high frequency data may be removed, allowing the information in the data to be of the same order of frequency as the calculated length. Furthermore, if the CoR needs to be calculated within a short period of time (e.g., a few seconds), the low frequency components of the signal can be removed to minimize the effect of previous events that may affect the data location. This approach will align the data between viewers and only allow the relevant data to be used in the CoR calculation.

Evaluating media using CoR

After calculating the CoR at each point in the time series of physiological responses for a set of events, an evaluation can be generated for the event and/or the media by one or more of: absolute CoR score: one embodiment of the present invention utilizes absolute CoR scores calculated by mathematically achieving consistency in physiological responses. This allows an absolute comparison between events in the media.

Normalized CoR score: another embodiment of the present invention calculates a normalization factor for the CoR score evaluation based on a set of data from previous tests. This allows a piece of media to be measured on a scale relative to data comparable to the set of data (e.g., same type, same advertising campaign, same set of video game ratings) and a percentile rating may be generated. As a non-limiting example, movie X is well within the 95% percentile of the CoR score, while movie Y is within 55% of the movie score, meaning that the viewer is not creating as much emotion as movie X, and thus movie Y will not perform as well in the market as movie X.

Rank CoR score: in some embodiments, a ranking score may also be generated for the media, allowing A, B, C, D, F ratings or other schemes comparable thereto to be employed.

In some embodiments, in addition to scores calculated based on a constant time sequence between viewers, scores may be calculated for non-linear or semi-linear media such as video games, websites, and other interactive media. The time series for each viewer can be divided into events that are presented to all viewers. These events include, but are not limited to, a fighting scene in a video game, an explosion, viewing the home page of a website, entering a chapter on a DVD, and so forth.

In some embodiments, the consistency module may generate an overall evaluation of CoR by: the magnitude of the CoR values of the individual events throughout the medium are averaged to compare the effectiveness of the different events in the medium:

general assembly

Nonlinear weights can also be placed on the CoR values:

general assembly

Here, f (x) may be a logarithmic function, a polynomial function, or the like:

f(x)＝x²

f(x)＝x³

f(x)＝x²+x

f(x)＝log(x)

…

here, the function may change the characteristics of the data, which greatly increases the difference seen in the scores. This involves classifying a low consistency score (e.g., 10% consistent) as very low, and a high consistency score (e.g., 70% consistent) as good. By using e.g. f (x) ═ x²The two values will be largely differentiated such that the 10% value is only.01 and the 70% value is.49, or 5 times larger. This distinguishes high consistency points from low consistency points, thereby enabling the applianceMedia with low consistency is less advantageous and contributes to media with high consistency. In general, the CoR score is a value that can be used to compare the experience and efficacy of multiple events in media, as well as other metrics of this type. The higher the value, the higher the consistency of the media.

The consistency of the response to each instance of the event can then be calculated by the same mathematical formula, where the calculated time period is the length of the event rather than an increment of time. The calculation will be an evaluation of the response to each event. As a non-limiting example, if 70% of events in which a video game player of game X interacted with final monster X resulted in a rise in attraction, and 90% of interactions with final monster Y resulted in a rise in attraction, then final monster Y has a more consistent response than final monster X. This calculation may be done for each relevant event in the piece of media and then the scores combined to produce an overall score.

In some embodiments, the consistency module may produce a more complete measure of consistency of the experience by combining CoR values of multiple vectors of physiological responses:

complete emotion CoR ═ CoR_Like+CoR_{Thinking about}+CoR_{Body suction}+...

This full CoR value, which encompasses multiple physiological response vectors as a more complete version of the metric, takes into account different aspects of the media. If the media motivates thinking, produces the same positive and negative reactions, and as such attracts the audience, the media will be powerful and will perform well on the market. The reason for considering a particular subset of the individual vectors is to measure multiple aspects of the viewer experience. If each viewer thinks of the same point (event) in the media, but has different emotional preferences, the conclusion is: although the media is thought by the audience, the audience's reactions to the media are emotionally very different, some with positive reactions and some with negative reactions.

In some embodiments, the consistency module is further operable to group the plurality of viewers by one or more of race, gender, age, demographic, income, habit, and interest, and to correlate and/or compare ratings of a particular one of the events and/or media based on the grouping of the plurality of viewers.

There are many ways to observe these measures/evaluations of events and media, from a list of CoR values, to a graph, to a scatter plot including multiple event and/or multiple CoR aspects of the media whose CoR values are plotted. As a non-limiting example, FIG. 6(a) shows exemplary CoR values for six advertisements, Budweiser 1-3 and Miller 1-3. It can be seen that the Budweiser ad has a much higher CoR value than the Miller ad, which correlates to better performance of Budweiser in the market. As another non-limiting example, FIG. 6(b) shows exemplary CoR values for the likes and body attractions of five video games, a first person shooter game (FPS)1-2 and a Role Playing Game (RPG) 1-3. Role-playing games (RPG) are rich in episodes and are very good at generating emotional responses among players, as evidenced by their favorable CoR scores being high. On the other hand, their bodies attract CoR scores that are much lower due to the less inconsistent emotion to random combat that is not always strong. In contrast, first person shooter games (FPSs) are very good at creating a consistent experience among players, but they do not create as consistently positive and negative emotions among players, resulting in their higher body-appealing CoR scores and low favorite CoR scores.

One embodiment may be implemented using a conventional general purpose or a specialized digital computer or microprocessor programmed according to the teachings of the present disclosure, as will be apparent to those skilled in the computer art. Appropriate software coding can readily be prepared by skilled programmers based on the teachings of the present disclosure, as will be apparent to those skilled in the software art. The invention may also be implemented by the preparation of integrated circuits or by interconnecting a conventional set of component circuits forming an appropriate network, as will be readily apparent to those skilled in the art.

One embodiment includes a computer program product that is a machine-readable medium having stored thereon/in which instructions, which may be used to program one or more computing devices to perform any of the features presented herein. The machine-readable medium may include, but is not limited to, one or more types of disks including floppy disks, optical disks, DVD, CD-ROMs, microdrive, and magneto-optical disks, ROMs, RAMs, EPROMs, EEPROMs, DRAMs, VRAMs, flash memory devices, magnetic or optical cards, nanosystems (including molecular memory ICs), or any type of media or device suitable for storing instructions and/or data. Stored on any one of the computer readable media, the present invention includes software for: for controlling the hardware of a general/special purpose computer or microprocessor and for enabling the computer or microprocessor to interact with a viewer or other entity using the results of the present invention. Such software may include, but is not limited to, device drivers, operating systems, execution environments/containers, and applications.

The foregoing description of the preferred embodiments of the present invention has been presented for purposes of illustration and description. It is not intended to be exhaustive or to limit the invention to the precise form disclosed. Many modifications and variations will be apparent to practitioners skilled in the art. In particular, although the concept "module" is used in embodiments of the above-described systems and methods, it should be apparent that this concept can be used interchangeably with equivalent concepts such as categories, methods, types, interfaces, components, object models, and other suitable concepts. The embodiments were chosen and described in order to best describe the principles of the invention and its practical application to thereby enable others skilled in the art to understand the invention for various embodiments and with various modifications as are suited to the particular use contemplated. It is intended that the scope of the invention be defined by the claims and their equivalents.

Claims

1. A system for supporting media evaluation based on consistency of physiological responses, comprising:

one or more sensors operable to measure physiological data for each of a plurality of viewers of a plurality of events viewing the media; and

a consistency module operable to:

deriving a physiological response based on the physiological data measured from each of the plurality of viewers viewing a particular one of the plurality of events;

calculating a consistency of the physiological responses of the plurality of viewers to the particular one event; and

evaluating the particular one event and/or the media based on a consistency of the physiological responses of the plurality of viewers.

2. A system for supporting media evaluation based on consistency of physiological responses, comprising:

an integral sensor headset operable to measure physiological data for each of a plurality of viewers of a plurality of events watching the media; and

a consistency module operable to:

3. The system of claim 1, wherein:

the media is one of: movies, videos, television programs, television commercials, advertisements, video games, interactive online media, printed matter, and any other media from which a viewer can learn information or be emotionally affected.

4. The system of claim 1, wherein:

a duration of each of the plurality of events of the media is constant, non-linear, or semi-linear in time.

5. The system of claim 1, wherein:

each of the one or more sensors is one of: electroencephalographs, accelerometers, blood oxygen sensors, galvanometers, electromyographs, and any other physiological sensor.

6. The system of claim 2, wherein:

the integrated sensor headset includes one or more of:

one or more axial accelerometers;

one or more electroencephalography (EEG) electrodes;

one or more heart rate sensors; and

and a processing unit.

7. The system of claim 1, wherein:

the physiological data is one or more of: heart rate, electroencephalogram (EEG) signals, blink rate, respiration, motion.

8. The system of claim 1, wherein:

the physiological response is one or more of: thinking, liking, attraction, immersion, body attraction, induction, and enthusiasm.

9. The system of claim 1, wherein:

the consistency module is further operable to record the physiological data measured from each of the plurality of viewers of the particular one event.

10. The system of claim 1, wherein:

the consistency module is further operable to remove high frequency portions or low frequency portions of the physiological data measured based on the duration of the particular one event.

11. The system of claim 1, wherein:

the consistency module may be further operable to calculate consistency of the physiological responses based on a standard deviation of the physiological responses of the plurality of viewers to the particular one event and/or a standard deviation of derived amounts of the physiological responses.

12. The system of claim 1, wherein:

the consistency module is further operable to:

categorizing the physiological responses of the plurality of viewers into a plurality of predetermined categories based on the similarity of the physiological responses to the particular one event; and

calculating a consistency of the physiological responses based on a percentage of the physiological responses in each of the plurality of predetermined categories.

13. The system of claim 12, wherein:

the plurality of predetermined categories include one or more of: positive, flat, negative.

14. The system of claim 12, wherein:

the consistency module may be further operable to rate the particular one event high if a majority of the physiological responses fall into one of the plurality of predetermined categories, or rate the particular one event low if a majority of the physiological responses fall into a plurality of the plurality of predetermined categories.

15. The system of claim 1, wherein:

the consistency module may be further operable to rate the particular one event high if a majority of the plurality of viewers experience the same event or rate the particular one event low if a majority of the plurality of viewers experience different events.

16. The system of claim 1, wherein:

the consistency module is further operable to rate the media based on the rating of the plurality of events of the media.

17. The system of claim 1, wherein:

the consistency module is further operable to rate the particular one event and/or the media by one or more of: an absolute score, a score relative to media comparable to the media, and a ranking score.

18. The system of claim 1, wherein:

the consistency module is further operable to:

grouping the plurality of viewers by one or more of race, gender, age, demographic, income, habit, and interest; and

associating and/or comparing ratings of the particular one of the events and/or the media based on the grouping of the plurality of viewers.

19. A method of supporting media evaluation based on consistency of physiological responses, comprising:

measuring physiological data for each of a plurality of viewers watching a plurality of events of the media;

20. The method of claim 19, further comprising:

recording the physiological data measured from each of the plurality of viewers of the particular one event.

21. The method of claim 19, further comprising:

removing a high frequency portion or a low frequency portion of the physiological data measured based on the duration of the particular one event.

22. The method of claim 19, further comprising:

calculating a consistency of the physiological response based on a standard deviation of the physiological response of the plurality of viewers to the particular one of the events and/or a standard deviation of a derived amount of the physiological response.

23. The method of claim 19, further comprising:

24. The method of claim 23, further comprising:

the particular one event is rated high if a majority of the physiological responses fall into one of the plurality of predetermined categories, or rated low if a majority of the physiological responses fall into a plurality of the plurality of predetermined categories.

25. The method of claim 19, further comprising:

rating the particular one event high if a majority of the plurality of viewers experience the same one event or rating the particular one event low if a majority of the plurality of viewers experience different ones of the particular one event.

26. The method of claim 19, further comprising:

rating the media based on the rating of the plurality of events of the media.

27. The method of claim 19, further comprising:

evaluating the particular one event and/or the media by one or more of: an absolute score, a score relative to media comparable to the media, and a ranking score.

28. The method of claim 19, further comprising:

29. A machine-readable medium having instructions stored thereon that, when executed, cause a system to:

30. A system for supporting media evaluation based on consistency of physiological responses, comprising:

means for measuring physiological data for each of a plurality of viewers watching a plurality of events of the media;

means for deriving a physiological response based on the physiological data measured from each of the plurality of viewers viewing a particular one of the plurality of events;

means for calculating a consistency of said physiological responses of said plurality of viewers to said particular one event; and

means for evaluating the particular one event and/or the media based on a consistency of the physiological responses of the plurality of viewers.