We worked with Sands a number of years ago, they pass this along:
Sands Research is a leader in EEG and Eye-tracking studies in advertising, market research and product design, research & development. www.sandsresearch.com
University of Memphis Study from the Journal of Advertising Research:
"For decades, USA Today has enjoyed day-after dominance in the community of marketers with its Ad Meter ratings. Using panel-based methodology, the daily newspaper has enjoyed the reputation of being the go-to source of which advertisers made the tightest connection with viewers of America's most-watched television event, the Super Bowl. But neurological measures may be even more effective in predicting consumer engagement with major media events..."