What constitutes audience engagement? What elements of a TV show produce the most social activity? Twitter's ability to capture near real-time audience reactions and sentiment toward television programming has been well documented, but less is known about what content drives an individual to tweet (or conversely, not to tweet). Though common sense may suggest that especially provocative, humorous, or emotional moments generate the most activity on social media, are these moments also the most neurologically stimulating? Researchers at the Harmony Institute (HI) collaborated with neuroscientists at Columbia University and The City College of New York to address these questions using AMC's hit show, The Walking Dead, as a case study. We used a combination of EEG scans and aggregated twitter data to examine the relationship between neurological and social responses as signs of audience engagement.