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Formula One enlists biometric testing to better understand its TV audience

Formula One is working with market research group Populus on biometric studies of the live TV audience during grand prix coverage. Jonathan Dyson reports on how the work is being carried out and how the results are being used.

NORTHAMPTON, ENGLAND - JULY 08: Max Verstappen of the Netherlands driving the (33) Aston Martin Red Bull Racing RB14 TAG Heuer on track during the Formula One Grand Prix of Great Britain at Silverstone on July 8, 2018 in Northampton, England. (Photo by Mark Thompson/Getty Images)

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