An object, such as content to be viewed by a human, is further correctly evaluated. A visual object efficacy measuring device includes an analysis unit configured to calculate the degree of attention and the degree of feeling with respect to an object by analyzing an eyeball image and a face image of at least one viewer, and a determination unit configured to calculate visual object efficacy as an evaluation value for evaluating the object, based on the degree of attention and the degree of feeling calculated by the analysis unit. The determination unit calculates a viewing quality by multiplying the degree of attention and the degree of feeling, with respect to the object, calculated by the analysis unit. The determination unit calculates a viewing rate by multiplying an audience share and an access share, the audience share indicating a ratio of the number of terminals to be examined on which the object has been displayed, to the total number of terminals to be examined, the access share indicating a ratio of the number of at least one viewer whose gaze has accessed the object, to the total number of at least one viewer. The determination unit calculates the first of the visual object efficacy by multiplying the viewing quality and the viewing rate.
