In a study published in 2014, researchers at the City College of New York were able to analyze subjects’ brain waves and accurately predict their reaction and responses to select marketing content. Using EEG electrodes which recorded neural activity, researchers could identify which content sparked most activity in the visual, auditory, and attention areas of the brain. The content which the study was most accurate in predicting preferences was Super Bowl Ads. As participants in the study watched ads from the 2012 and 2013 Super Bowls, researchers monitored their brain waves, and could then predict the participants preferences for the ads with 90% accuracy. This method could be used to help media and marketing experts predict the preferences of their audiences, as well as measure how engaging or stimulating content is to its viewers.