Viacom Inc.’s New York-based laboratory is concentrating primarily on brainwave activity from test subjects who are given media to watch or interact with, and the project’s core objective is to determine the timing of ads. The general notion behind the research which makes use of electroencephalogram (EEG) brain readings, is that scenes which gain emotional response from expectant mothers might be an apposite queue for baby-related items, or that a scene which makes the viewer feel hungry is an obvious point to present a food-related ad (presumably for a deliverable foodstuff which can capitalise on the transient feeling).