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Game, set, match!

Date of publication: June 1, 2008

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Company: Havas Group

Authors: Isabelle Le Roy, Julien 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 answers these key questions and illustrate the relevance of the new tool Sport Eye Tracking.

Isabelle Le Roy

Author

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Julien Vivier

Author

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Le Roy and Vivier (2008a, June 01). Game, set, match!. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/let-s-go-game--8098