27. A tangible machine readable storage medium, wherein the medium is not a signal, the medium comprising instructions that, when executed, cause a machine to at least: analyze brain wave data gathered from a viewer exposed to a media instance to determine a first energy of a first frequency band at a first time, a second energy of a second frequency band at the first time, a third energy of the first frequency band at a second time and a fourth energy of the second frequency band at the second time; calculate a first difference between the first energy and the second energy; calculate a second difference between the third energy and the fourth energy; generate a first output signal based on the first difference, the first output signal representative of a first emotional state of the viewer; generate a second output signal based on the second difference, the second output signal representative of a second emotional state of the viewer; and generate a third output signal indicative of a success or a failure of the media instance, wherein a positive change between the first emotional state and the second emotional state are indicative of a successful media instance.
27. A tangible machine readable storage medium, wherein the medium is not a signal, the medium comprising instructions that, when executed, cause a machine to at least: analyze brain wave data gathered from a viewer exposed to a media instance to determine a first energy of a first frequency band at a first time, a second energy of a second frequency band at the first time, a third energy of the first frequency band at a second time and a fourth energy of the second frequency band at the second time; calculate a first difference between the first energy and the second energy; calculate a second difference between the third energy and the fourth energy; generate a first output signal based on the first difference, the first output signal representative of a first emotional state of the viewer; generate a second output signal based on the second difference, the second output signal representative of a second emotional state of the viewer; and generate a third output signal indicative of a success or a failure of the media instance, wherein a positive change between the first emotional state and the second emotional state are indicative of a successful media instance. 38. The medium of claim 27 , wherein the instructions further cause a machine to: determine a fifth energy of a first frequency band at a third time, a sixth energy of a second frequency band at the third time, a seventh energy of the first frequency band at a fourth time and an eighth energy of the second frequency band at the fourth time; calculate a third difference between the fifth energy and the sixth energy; calculate a fourth difference between the seventh energy and the eighth energy; generate a fourth output signal based on the third difference, the fourth output signal representative of a third emotional state of the viewer, generate a fifth output signal based on the fourth difference, the fifth output signal representative of a fourth emotional state of the viewer; and generate a sixth output signal indicative of a success or a failure of the media instance, wherein a second positive change between the third emotional state and the fourth emotional state are indicative of a successful media instance.