Innerscope tests Super Bowl ad response at Time Warner lab

02/4/2013 | Adweek

Innerscope Research gave Time Warner's home-replicating Medialab a workout on Super Bowl Sunday. "We were able to track 20 people as they ate pizza and hung out with their friends. And here we are a day later, and we get hundreds of millions of data points, and in the next couple of days, we're going to see some amazing things," says Brian Levine, president of Innerscope. Budweiser's Clydesdale story and Hyundai's Santa Fe ad were among the most engaging, based on such criteria as biometrics and eye-tracking, Levine said.

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