example systems and methods to determine media effectiveness are disclosed . an example system includes a synchronizer to time shift first neuro - response data gathered from an audience member exposed to media a first amount to align the first neuro - response data with second neuro - response data simultaneously gathered from the audience member to form aligned data , the first neuro - response data representing a first response to a first sensory component of the media and the second neuro - response data representing a second response to a second sensory component of media . the synchronizer is to time shift the second neuro - response data a second amount . the first amount is based on a first cognitive delay of a brain of the audience member and the second amount is based on a second cognitive delay of the brain . the example system includes an analyzer to determine an effectiveness of the media based on the aligned data .