• by Alex Weprin , August 8, 2018

Spark Neuro, a research company that measures the effectiveness of advertising and entertainment content, has raised $13.5 million in a Series A funding round.

Spark Neuro’s differentiating concept: the company measures efficacy by directly measuring brain and nervous system activity “to see exactly when people are engaged and when they are not.”

Specifically, its system looks at brain activity, electrodermal activity, facial expressions and eye tracking to make a determination on effectiveness and engagement.

The company works with advertisers looking to examine the efficacy of their add, as well as entertainment companies seeking input on their content and trailers. The company says its clients include NBC, Hulu, Anheuser-Busch, FedEx, Paramount and General Motors.

Investors in the Series A round include Thiel Capital, the Tornante Company (founded by former Disney CEO Michael Eisner) and actor Will Smith.

The company says it will use its cash infusion to meet the demands of its current clientele and expand into new industries.