To provide techniques for automated analysis and benchmarking of media based on behavioral data, including emotional state information, collected for a plurality of computer users exposed to the media.SOLUTION: A media benchmarking process comprises steps of; receiving a plurality of individual behavioral data records for media under test; aggregating the plurality of individual behavioral data records; obtaining norms from the norms database; comparing the aggregated behavioral data with the obtained norms to determine benchmark data for the media under test; and outputting the benchmark data.SELECTED DRAWING: Figure 3
METHOD OF BENCHMARKING MEDIA CONTENT BASED ON VIEWER BEHAVIOR