This paper presents the procedure and a case study for neuromarketing research aimed at selecting optimal TV advertisement clips for digital media broadcasting. Our approach involves neurophysiological data gathering, signal processing and feature extraction, signal type classification, and averaging for the test focus group. The measured bio-signal data is from EEG and heart rate, and allows the detection of moments in advertising associated with increased viewer attention, which latter is expected to be related to better memory recall. We present a case study that applies the proposed approach on focus group with 25 participants sample size and the resulting decision-making process that leads to optimality of ad sequence selection that aims on maximal advertisement effect and impact on certain demographic groups.