This work focuses on finding the most discriminatory or representative features that allow to classify commercials according to negative, neutral and positive effectiveness based on the Ace Score index. For this purpose, an experiment involving forty-seven participants was carried out. In this experiment electroencephalography (EEG), electrocardiography (ECG), Galvanic Skin Response (GSR) and respiration data were acquired while subjects were watching a 30-min audiovisual content. This content was composed by a submarine documentary and nine commercials (one of them the ad under evaluation). After the signal pre-processing, four sets of features were extracted from the physiological signals using different state-of-the-art metrics. These features computed in time and frequency domains are the inputs to several basic and advanced classifiers. An average of 89.76% of the instances was correctly classified according to the Ace Score index. The best results were obtained by a classifier consisting of a combination between AdaBoost and Random Forest with automatic selection of features. The selected features were those extracted from GSR and HRV signals. These results are promising in the audiovisual content evaluation field by means of physiological signal processing.
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