CBS wanted to analyze the interplay of promos, ads and primetime show content in order to better understand audience emotional engagement.

Affectiva’s Affdex for Market Research solution gathered over 200 participants’ spontaneous facial reactions, via webcam, and analyzed their emotional responses to a 60-minute drama TV show.


By delivering key emotion insights with Affdex, CBS was able to identify impactful scenes and uncover optimal arrangements of TV promos and ads.

Affdex also assessed the audience’s strong emotional connection to a new character with engagement peaks, and gathered new normative measures for emotional engagement in a drama series.