Abstract: The present invention relates to an advertising impact measuring system and method counting in real time the people (4) looking at a target scene (5). The system comprises a video camera (1) located behind the target scene (5) and data processing means (2) responsible for processing the images captured by the camera (1), comprising a face detection module (9) responsible for analyzing the images it receives from the camera (1) and detecting faces; a face tracking module (10) responsible for calculating the number of different faces NF appearing in each image and its position PX,Y therein; a statistics generation module (12) responsible for receiving the data NF, PX,Y and the time TF each face is in the image coming from the tracking module (10), counting the advertising impact as well as generating statistics in relation to said impact.