Identify and rank the best places for advertising in TV sports events: an eye-tracking study

Advertising effectiveness is still challenging academics and practitioners. For advertisers, attracting attention to advertising is paramount to building and refreshing consumers brand memories and increasing their propensity to purchase, because consumers are building block of all marketing activities, and successful marketing begins with a correct understanding of why and how consumers behave. The aim of current study was to comparison viewer’s attention to different advertisement placement in the televised sport event.The present study was a quasi-experimental and study population consisted of all students of Mashhad universities. Finally, ۳۰ of them were selected as participants in the study. Participants then watched a ۵-minute of World Badminton Tournament held in ۲۰۲۱. The subjects sat in a comfortable position on a chair at a ۷۰-۵۰ cm distance from the screen. At the same time, the participant’s eye movements were recorded by a pair of eye tracking glasses (SMI ETG-۲). Data analysis was performed using by BeGaze software version ۳.۷ to convert the data recorded by the eye tracker into quantitative data and then SPSS ۲۴ software was used.The analysis showed that there was a significant difference between all areas in time of fixation at them; it also had significant differences between all areas in number of fixation(P= ۰.۰۵) and participants paid more attention to floor ads, front horizontal banner, end court stands, right horizontal banner, left horizontal banner respectively. Furthermore, the results showed a significant difference between the duration of fixation at the sponsors ads in the logo transition (P= ۰.۰۵). In relation to gender, the data showed that gender did not have a significant difference in the number and time of fixation at all areas.

کلیدواژه ها:

sport event ، advertising ، Attention ، placement ، eye tracking