University of Padova


Eye Tracking in Sport Marketing

Project Description

The aim of this research is to explore the distribution of attention between football game and banner advertisements by a sample of people involved in a football broadcasted event. Eye Tracking is a well established method to measure the effects of investments in product and sponsoring because is the only technology that allowed the marketing industry to enquire into media activities to determine if they cut through or not and if they do it better than competitors. Estimating the efficacy of advertising banners on sport broadcasted events was discussed in D’Ydewalle and Tasmin (1993) and Le Roy and Vivier (2008). They took into account the fact that (especially “ where there is no action in the middle ground of the game”(D’Ydewalle, 1993), viewers looked the banners, but then at the end they admit that it was almost unavoidable to look at those advertising panels because, while filming the match the advertising panel could occurred, taking almost half of the screen. To control this variable, in our study, we detect and analyzed only the part of the clip were the shooting from above-long shoots. Front shots of the playground have not been considered. We used their findings, self-criticism and conclusions as a starting point for our research. In order to reach our goal, as eye movements are often considered indicators of the direction of attention, we designed a laboratory experiment that involved tracking eye movements.

Example of front shot Example of long shot
Work Description

A sample of 80 people (male-female) are engaged in this experiment. This sample is generated by two distinctive groups: Expert and Inexpert. Has been considered “Experts”, whom turns out to be an Inter or Milan supporter and watched at least 3 football matches in tv per month. Called “No Experts” whom turns out to watch none of them and have this habit for the last 10 years. Participants taking part to the experiment were invited to watch a 7 minutes football broadcasted match. This research was carefully designed to give no indications that advertising was the main focus. After the stimulus exposure, brand memory was gathered through a series of ad recognition. The data are collected during exposure of the subjects to the video and subsequent recognition of the brand. Thus, the available data for each subject consist in, during the exposure to the stimulus, the average fixation duration on the AOI, and, during the recognition memory task, the accuracy and latency of memory.

The research activities will consist of surveys of passing traffic and the use of appropriate test samples, specifically identified and corresponding to the research requirements. The speed surveys will be conducted in a continuous cycle using laser traffic-counting equipment, with the aim of acquiring cumulative information referring both to the trend of the surveyed parameters during the day (according to the time of day) and during the week (according to the day of the week).

Results

A viewer that is Inexpert pays more attention to advertisement then expert. Further, this study identified effective location (middle field) that capture viewer attention and specific games activity ( No Activity) that allowed to turn viewers gaze to banners.

References

D’Ydewallw, G., & Tasmin, F. (1993). On the visual processing and memory of incidental information: Advertising panels in soccer games, Visual Search 2, chapter 32.
Le Roy, I., & Vivier, J. (2008). Game, Set, Match! Brand eye tracking on tv sport programmes. Esomar.


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