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

This paper details sport eye tracking research carried out by Havas Media and Havas Sports in order to identify whether brands are receive attention from TV viewers during sports broadcasts.

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

Isabelle Le RoyHavas Media, France

Julien VivierHavas Sports, France


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...

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