Music affects viewers' responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects' brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyse the electroencephalography signals and eye-tracking behaviours of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive workload was higher when the music was congruent with the advertisement content. No significant differences were found in terms of advertisement likeability based on incongruent versus congruent music. The results demonstrated the validity of neurophysiological techniques for assessing the effects of levels of music congruence in advertisements.Capítulo 3. Do you see what I see? Effectiveness of 360degree vs. 2D video ads using a neuroscience approach.