Eurosport taps biometrics for improved sports coverage

Brian Carruthers

Looks at how broadcaster Eurosport is using biometric research techniques to help it shape its sports coverage.

In any sporting event there are highs and lows of audience engagement. For a broadcaster, the aim is to accentuate the peaks and minimise the troughs – something they have traditionally attempted, in audience research terms, to achieve via questionnaires that feed back into future coverage.

The problem with this approach is that it demands of viewers a post-event rational response to what is an in-the-moment emotional reaction to what they see in front of them. And no amount of open-ended questions or focus groups is really going to get to the bottom of that.

The methodology

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