Game, set, match! Brand eye tracking on TV sport programmes

Isabelle Le Roy
Havas Media, France

Julien Vivier
Havas 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 consequently on TV, is key. This visibility is the best way for the TV viewer to associate the brand with sports and create a link generating positive consequences for brand awareness, the image and at a third level, the business.