Eye tracking - Beyond qualitative techniques

This paper describes an eye-tracking study into product placement, conducted by TV Azteca in Mexico. It evaluated the visual impact of brands and products in different genres of TV shows, in order to detect the points at which the audience is paying most attention to visual stimuli.

Eye tracking – Beyond qualitative techniques

Idalia Cruz GarzaTV Azteca, Mexico


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.

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