WORLDWIDE MULTI MEDIA MEASUREMENT
Game, set, match!
Isabelle Le RoyJulien Vivier
Abstract
Sport Eye Tracking allows Havas Media and Havas Sports to assess whether brands are effectively looked at by TV viewers during sports broadcasting. Does the viewer focus only on the game action or does he also spot brands on television? How long is the brand really looked at compared to the time it is visible? What are the most efficient locations for a brand? An exclusive study implemented during a Rugby game including 30 brands and 21 spots will answer these key questions and illustrate the relevance of the new tool Sport Eye Tracking.
Isabelle Le Roy
Isabelle Le Roy is the Innovation SVP of Havas Media France (from 2006). She has created in 2007, the Havas Media France Research Award in order to help searchers to test their hypotheses in the "real life" (researches dedicated to communication).
Previously, she has been General Manager of MPG Ressources, the research company of the MPG France for 10 Years. Before joining media agency, she was working for research companies like TNS Worldpanel, SocioLogiciels, and Mediametrie or for the retailer side with Monoprix.
She is member of IREP (Institut de Recherche sur les Etudes Publicitaires), CESP (Centre d'Etudes des Supports de Publicité), AFM (Association Française du Marketing) partner of the Havas Media Research Award and ...ESOMAR
Julien Vivier
After working 7 years for TNS Sofres in France as a research manager specialized in corporate and sponsorship communication surveys, Julien has joined Havas Sports, the Sports communication network of the Havas group, as Research Director. With his team, he is in charge of elaborating innovative and customised research programs for Havas Sports clients, he's a support of strategic planning with datas, figures and surveys, he also provides communication teams with complete analyses (such as Women and sports, Teens and sports, Kids and sports, Sports and internet, Future of sports...). He is also working closely with Isabelle Le Roy to find and develop new tools and new ways of measuring communication through sport impacts.
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