Firms Link for Live Super Bowl Biometric Monitoring

Four insights companies - Ipsos, IVP Research Labs, Schlesinger Group and Shimmer Research - are partnering to provide live biometric monitoring and analysis for this year's Super Bowl.

The partners will recruit up to 40 football fans (half supporting each team) at a sports bar in New Jersey on game day. They will then use Shimmer's NeuroLynQ biometric technology to measure fans' emotional responses to catches, kicks, touchdowns and referee calls, plus half-time performances - and relay that data live for real-time analysis.

Each participant will be asked to wear a NeuroLynQ sensor on their wrist attached to two finger electrodes to measure their galvanic skin responses (GSR), or changes in sweat gland activity, throughout the game. Apart from that, they will be able to eat and drink as normal. Geoffrey Gill, President of Shimmer Americas explains that this will make the experience reflect real life as closely as possible by recruiting participants who already planned to watch the Super Bowl in the bar.

Ipsos SVP Creative Excellence Pedr Howard adds: 'The beauty of this approach is that viewers of the stream will be able to see this Super Bowl audience data in real time without having to be present. From our side, we are most interested in the performance of the commercials and we will be using this data to inform our comprehensive and holistic assessment of Super Bowl advertising success, which will be publicly available by 4 pm ET on Monday'.

Web sites: www.ipsos.com , www.ivpresearchlabs.com , www.schlesingergroup.com and www.shimmersensing.com .