SYSTEMS AND METHODS TO DETERMINE MEDIA EFFECTIVENESS

Example systems and methods to determine media effectiveness are disclosed. An example system includes a synchronizer to time shift first neuro-response data gathered from an audience member exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the audience member to form aligned data, the first neuro-response data representing a first response to a first sensory component of the media and the second neuro-response data representing a second response to a second sensory component of media. The synchronizer is to time shift the second neuro-response data a second amount. The first amount is based on a first cognitive delay of a brain of the audience member and the second amount is based on a second cognitive delay of the brain. The example system includes an analyzer to determine an effectiveness of the media based on the aligned data.