Game, set, match! Brand eye tracking on TV sport programmes
Isabelle Le RoyHavas Media, France
Julien VivierHavas Sports, France
INTRODUCTION
Nowadays, brands invest a lot in communication through sports. For example, Orange invests €20 million in sports, and sponsoring represents 20% of the global communication investment for BNP Paribas. These investments can be activated at different levels to bring the consumer (or the sportsumer) a sport brand experience through brand visibility, events, Public Relations, Press relations, trade marketing, NTIC, brand design, etc.
Nevertheless, for a brand involved in sports, visibility on the sporting event, in the stadium and...