Eye tracking – Beyond qualitative techniques
Idalia Cruz GarzaTV Azteca, Mexico
INTRODUCTION
Audience quality attention to advertising media has been a concern to marketers for a long time. Are audiences just viewing a product? Or are they really observing and becoming aware of the brands, products and their benefits when they are advertised on TV?
Moreover, with commercial breaks saturation, the media landscape changing, the new devices such as TV on mobile phones, TIVO and DVR; both broadcasters and marketers are increasingly moving traditional advertising inside the commercial break into new forms of product placement.
Unfortunately, there is not...