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

Isabelle Le Roy and Julien Vivier

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

INTRODUCTION

Nowadays, brands invest a lot in communication through sports. For example, Orange invests €20 million in sports,...

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