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At Super Bowl LVII, advertisers paid at least $7 million for 30–second ad spots, and even more if they didn’t have a favorable relationship with Fox. But the pricey commercials didn’t persuade everyone.

A recent report from advertising agency Kern and neuroscience marketing research outfit SalesBrain is attempting to answer that question using facial recognition and eye-tracking software.

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Mickey Mouse has won the latest battle in the streaming wars—but at a big cost.

Burbank-based Walt Disney Co. surpassed Netflix in total subscribers after signing up way more customers than expected during its most recent quarter. The strong growth helped boost the company’s share price in after-hours trading on Wednesday and signaled that the streaming market isn’t nearing saturation yet—despite the recent doom and gloom surrounding the business.

Yet Disney also lost $1.1 billion on streaming during the fiscal third quarter, much more than the roughly $300 million lost this time last year. That’s likely a big reason why the company also announced price hikes for Disney Plus—its flagship streaming service— as the entertainment giant tries to generate more revenue from the money-losing business.

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