Hidden Science Behind Superbowl Ads. Neuroscience?

In Adage:  Lots about behavioral science to understand top ads, but no mention of neuroscience. Consumer behavior is different than neural behavior.   Recall that in past years I have mentioned some of the neuromarketing techniques used to analyze superbowl ads.  (See the Superbowl link below)   I even did secondary analysis of that data.  Does this mean that neuromarketing is fading?