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|Author(s): Isabelle Le Roy, Julien Vivier
Collection: WM3 - Worldwide Multi Media Measurement 2008
Keywords: Advertising Research, Eye Tracking
|PDF version (download)|
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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 answers these key questions and illustrate the relevance of the new tool Sport Eye Tracking.