Why it matters

Biometric research offers broadcasters second-by-second measurement of viewers’ emotional reactions to live sports, which can help influence not just how they present the content but also inform marketing communications and advertising/sponsor relations.


  • Some biometric research may be confirmatory rather than revelatory, but that can help reassure internal stakeholders and external partners.
  • Editorial teams find such research easy to engage with and believe it helps optimise decision making to increase viewer engagement.
  • The research also revealed useful information around which verticals work best in ad breaks and which ad positions work best within those breaks.

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.