After more than 50 years of Super Bowls, the only score most people care about after the Big Game are which commercials topped the list of best and most memorable ads. That is the art of the business. But now there are significant advances in the science of why ads work and the actual feelings they provoke in viewers.

Dr. Aaron Reid, CEO of Sentient Decision Science, joins Ad Age President and Publisher Josh Golden for a closer look at how the firm’s cutting-edge behavioral science technology shows which emotions the top Super Bowl ads elicit in viewers and whether those spots ultimately achieved their marketing objectives.

The future of measurement is here.