Comments on the J. R. Rossiter et al (see record 2001-01255-001) study of brain electrical activity accompanying visual recognition of TV commercials in long-term memory. According to S. L. Crites and S. N. Aikman-Eckenrode, although it would be useful to be able to predict which scenes in a commercial would be best remembered by examining physiological responses to the initial presentation of a commercial, it is very premature to conclude that the study by Rossiter et al has found a means of doing so.