Provided is a viewing material evaluation method that includes: a brain activity measurement step in which a brain activity measurement unit measures the brain activity of a subject who has viewed viewing material; a first matrix generation step in which a first matrix generation unit generates a first matrix obtained by estimating meaning content of the perception of the subject on the basis of a measurement result measured in the brain activity measurement step; a second matrix generation step in which a second matrix generation unit performs natural language processing on sentence information indicating the intent plan of the viewing material and generates a second matrix; and a similarity calculation step in which a similarity calculation unit calculates the similarity between the first matrix and the second matrix.
VIEWING MATERIAL EVALUATION METHOD, VIEWING MATERIAL EVALUATION SYSTEM, AND PROGRAM