Game, Set, Match!Brand eye tracking on TV sport program
Introduction
INDEED SPORT = HIGHEST TV RATINGS                                          French Tv programs with ratings > 25%    32    ...
A CRITICAL ISSUE: CLUTTER                                                             LESS IS BETTER                      ...
Eye tracking theory
WHAT DO WE SEE?Foveal and parafoveal vision                  © HAVAS SPORTS & HAVAS MEDIA
WE HAVE A SERIAL VISION              SERIAL                                     Scanpath measurement with related         ...
AT THE END…2 main criteria in order to evaluate visual attention    1   Eye scanpath    2   Time of fixation              ...
TODAY, TOP OF THE RANGE SOLUTIONSCorneal reflection with PCIn front of a PC where an Infra Red camera is fixed (apparent o...
Experimental design
THE EYE TRACKING TEST                                       THE TYPE OF ANALYSIS                                    THE VI...
THE VIEWERS’ PANELThe sample is representative of the average TOP14TV viewers profile (in terms of age, gender and interes...
DURATION OF EXPOSURE FOR EACH SPONSOR                     Total over the 10 minutes of the video, in seconds              ...
DURATION OF EXPOSURE FOR EACH LOCATION                  Total over the 10 minutes of the video, in seconds                ...
EYE PATH’S MAP            © HAVAS SPORTS & HAVAS MEDIA
HOT SPOTS’ MAP            © HAVAS SPORTS & HAVAS MEDIA
Test results
4.1Key results
A SUCCESSFUL TEST WITH RELEVANT DATAReminder: we count a glance when a viewer looks at a brand for at least220 ms         ...
4.2Different points of view
DIFFERENT POINTS OF VIEW                                                          Which sponsors                          ...
BRANDS                                   Visibility versus Glance (Total average duration per viewer)                  5 0...
DIFFERENT POINTS OF VIEW                                               Which sponsors                                    S...
ORANGE IS THE MOST LOOKED AT BRAND,CAP GEMINI HAS THE BEST RATIO                                                          ...
EXAMPLE: CAPGEMINI ON THE BIARRITZ JERSEY                © HAVAS SPORTS & HAVAS MEDIA
EXAMPLE: POLLUTION             © HAVAS SPORTS & HAVAS MEDIA
DIFFERENT POINTS OF VIEW                                            RIGHT HOLDERS                                         ...
21 DIFFERENT LOCATIONS                                                  Stand                     Outside Signage         ...
THE PARIS JERSEY IS THE MOST LOOKED ATLOCATION, THE BALL HAS THE BEST RATIO                                               ...
EXEMPLE: THE BALL             © HAVAS SPORTS & HAVAS MEDIA
EXEMPLE: THE BALL             © HAVAS SPORTS & HAVAS MEDIA
EXEMPLE: POLL SHOT               © HAVAS SPORTS & HAVAS MEDIA   33
4.3Memorization
TEST PROTOCOL After viewing the video, each participant was asked to quote all brands he could recall of “You have just wa...
CORRELATION BETWEEN DURATION ANDSHORT-SHORT-TERM MEMORIZATION IS STRONG                                                   ...
Learnings & Conclusion
4 KEY SUCESS FACTORS FOR A BRAND (INORDER TO BE SEEN AND MEMORIZED) *      1                 Be present on different locat...
WHAT’S NEXT?  Further our understanding of this new tool   by extending research to other games,      other sports and on ...
THANK YOU !   © HAVAS SPORTS & HAVAS MEDIA
Sport Eye Tracking
Upcoming SlideShare
Loading in...5
×

Sport Eye Tracking

1,143

Published on

Sport Eye tracking presentation in Toronto - Staying Tune 2009

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,143
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Sport Eye Tracking"

  1. 1. Game, Set, Match!Brand eye tracking on TV sport program
  2. 2. Introduction
  3. 3. INDEED SPORT = HIGHEST TV RATINGS French Tv programs with ratings > 25% 32 Sport Others 28 16 11 15 5 7 2 3 1 6 7 4 5 4 5 2 4 1 2 1 0 1990 1996 1998 2000 2002 2003 2004 2005 2006 2007source: Mediametrie Mediamat 15 ans & + © HAVAS SPORTS & HAVAS MEDIA
  4. 4. A CRITICAL ISSUE: CLUTTER LESS IS BETTER FIFA: from 15 main sponsors in 2006 to 6 top sponsors for 2007 - 2014 How to win the battle? © HAVAS SPORTS & HAVAS MEDIA
  5. 5. Eye tracking theory
  6. 6. WHAT DO WE SEE?Foveal and parafoveal vision © HAVAS SPORTS & HAVAS MEDIA
  7. 7. WE HAVE A SERIAL VISION SERIAL Scanpath measurement with related specific questions - Scanpath recording: - trace 1: examine at will - trace 2: estimate wealth - trace 3: estimate ages - trace 4: guess previous activity - trace 5: remember clothing - trace 6: remember position - trace 7: time since last visitEx: Yarbus (1967) © HAVAS SPORTS & HAVAS MEDIA
  8. 8. AT THE END…2 main criteria in order to evaluate visual attention 1 Eye scanpath 2 Time of fixation But how to measure it? © HAVAS SPORTS & HAVAS MEDIA
  9. 9. TODAY, TOP OF THE RANGE SOLUTIONSCorneal reflection with PCIn front of a PC where an Infra Red camera is fixed (apparent or not) The technique we used for SPORT EYE TRACKING, 100% non intrusive © HAVAS SPORTS & HAVAS MEDIA
  10. 10. Experimental design
  11. 11. THE EYE TRACKING TEST THE TYPE OF ANALYSIS THE VIDEO PROTOCOL FOR EACH VIEWERViewing of the video A rugby match of the Number of glances- Behavior observation French National League Duration of each glance- Detailed glance - Biarritz Olympique vs (in milliseconds) observation Stade Français (movements, fixation, We count a glance when - Duration: 10 min 32 a viewer looks at a position) brand for at least 220 ms - 36 sponsorsPost-test survey - 21 different locations- Spontaneous recall of the sponsors First classical analysis- Display of sponsors on - Duration of exposure for The technical dimensions a drawing each sponsor of this research were- Aided recall of the achieved with our - Duration of exposure of partner Miratech sponsors (decision test) each location specialized in eye- tracking research © HAVAS SPORTS & HAVAS MEDIA
  12. 12. THE VIEWERS’ PANELThe sample is representative of the average TOP14TV viewers profile (in terms of age, gender and interest) Fan Interested Total Male 14 7 21 Female 6 3 9 Total 20 10 30 Interested: person who declares having watched 1 or 2 games in the previous year Fan: person who declares having watched more than 3 games in the previous year © HAVAS SPORTS & HAVAS MEDIA
  13. 13. DURATION OF EXPOSURE FOR EACH SPONSOR Total over the 10 minutes of the video, in seconds AND ALSO 8 locations (<15 sec):250 5 36 sponsors Paru Vendu RSI Sport 2000 L‘Equipe200 3 Mairie Paris Metro The Phone House150 2 Midi Olympique 4 Be rug be RMC100 1 4 3 3 Babybel 4 1 1 2 Gillette 1 Vittel 1 50 Gedimat Powerade Cetelem 0 Jacques Vabre LG GMF PMU EDF But CA Lyon AXA Puma Orange Stade.fr Renault adidas Eden Park Générale Brother Capgemini Société Force XV Duracell ISS Toblerone Universal © HAVAS SPORTS & HAVAS MEDIA
  14. 14. DURATION OF EXPOSURE FOR EACH LOCATION Total over the 10 minutes of the video, in seconds AND ALSO 300 (<15 sec): Coach jersey 250 Corner Cube Sideline poll flag 200 Ball Scoring panel 150 Cooler 100 50 0 Sideline Paris Outside Stand BO Goal line Center Poll Stand On field Goal Players Stadium Referee signage jersey Signage stair Jersey signage field signage panel goal lign line bench signage jersey cases (1st rank) signage signage signage signage (2nd rank) © HAVAS SPORTS & HAVAS MEDIA
  15. 15. EYE PATH’S MAP © HAVAS SPORTS & HAVAS MEDIA
  16. 16. HOT SPOTS’ MAP © HAVAS SPORTS & HAVAS MEDIA
  17. 17. Test results
  18. 18. 4.1Key results
  19. 19. A SUCCESSFUL TEST WITH RELEVANT DATAReminder: we count a glance when a viewer looks at a brand for at least220 ms Total number of glances (30 viewers) 2 282 Average number of glances per viewer 76 Average length of a glance 318 ms % of glances - on brands - versus total 3,8 % duration ** Total duration of glances on brands per viewer is 24 sec, versus 10 min 32 = 3,8% © HAVAS SPORTS & HAVAS MEDIA
  20. 20. 4.2Different points of view
  21. 21. DIFFERENT POINTS OF VIEW Which sponsors SPONSORS are the most looked at? GAME RIGHT HOLDERS Which locations are Which game the most looked at? phases generate the most glances on brands? Which camera angles BROADCASTERS generate the most glances on brands? © HAVAS SPORTS & HAVAS MEDIA
  22. 22. BRANDS Visibility versus Glance (Total average duration per viewer) 5 000Total average glance 4 000 Bubble size duration(milliseconds) Proportional to the 3 000 Glance/Visibility ratio 2 000 1 000 Visibility (milliseconds) 0 0 50 000 100 000 150 000 200 000 250 000 Source: Sport Eye Tracking Rugby Hav as Media / Hav as Sports (june 2007) 10 minutes Stade Français -Biarritz Olympique © HAVAS SPORTS & HAVAS MEDIA
  23. 23. DIFFERENT POINTS OF VIEW Which sponsors SPONSORS are the most looked at? © HAVAS SPORTS & HAVAS MEDIA
  24. 24. ORANGE IS THE MOST LOOKED AT BRAND,CAP GEMINI HAS THE BEST RATIO BRANDS Visibility versus Glance (Total average duration per viewer) 5 000 ORANGE 4 000 Average glance duration (milliseconds) 3 000 CAPGEMINI BROTHER GMF CALYON 2 000 SOCIETE GENERALE PMU EDEN PARK EDF 1 000 PUMA AXA ADIDAS BUT RENAULT STADE.FR 0 0 50 000 100 000 150 000 200 000 250 000 Visibility (milliseconds) Source: Sport Eye Tracking Rugby Hav as Media / Hav as Sports (june 2007) 10 minutes Stade Français -Biarritz Olympique © HAVAS SPORTS & HAVAS MEDIA
  25. 25. EXAMPLE: CAPGEMINI ON THE BIARRITZ JERSEY © HAVAS SPORTS & HAVAS MEDIA
  26. 26. EXAMPLE: POLLUTION © HAVAS SPORTS & HAVAS MEDIA
  27. 27. DIFFERENT POINTS OF VIEW RIGHT HOLDERS Which locations are the most looked at? © HAVAS SPORTS & HAVAS MEDIA
  28. 28. 21 DIFFERENT LOCATIONS Stand Outside Signage panel Sideline signage Goal line signage (1st rank) Poll signage Stand staircases On field goal Goal line signage lign signage (2nd rank) © HAVAS SPORTS & HAVAS MEDIA
  29. 29. THE PARIS JERSEY IS THE MOST LOOKED ATLOCATION, THE BALL HAS THE BEST RATIO LOCATIONS Visibility versus Glance (Size proportional to the Glance/Visibility ratio) 7 000 Paris jersey Average glance duration (Milliseconds) 6 000 5 000 Sideline signage 4 000 3 000 BO Jersey Outside Signage 2 000 Ball Centerfield signage 1 000 Coach jersey Poll signage Stand staircases 0 0 50 000 100 000 150 000 200 000 250 000 300 000 Visibility (milliseconds) source: Sport Eye Tracking Rugby Hav as Media / Hav as Sports (june 2007) 10 minutes Stade Français -Biarritz Olympique © HAVAS SPORTS & HAVAS MEDIA
  30. 30. EXEMPLE: THE BALL © HAVAS SPORTS & HAVAS MEDIA
  31. 31. EXEMPLE: THE BALL © HAVAS SPORTS & HAVAS MEDIA
  32. 32. EXEMPLE: POLL SHOT © HAVAS SPORTS & HAVAS MEDIA 33
  33. 33. 4.3Memorization
  34. 34. TEST PROTOCOL After viewing the video, each participant was asked to quote all brands he could recall of “You have just watched a ten minutes extract from a rugby game. Have you seen any brands during these 10 minutes? (yes / no) If yes, please quote them.” On average, each viewer recalled 3,9 brands © HAVAS SPORTS & HAVAS MEDIA
  35. 35. CORRELATION BETWEEN DURATION ANDSHORT-SHORT-TERM MEMORIZATION IS STRONG Eye Vision Duration and Memorization Spontaneous Memorization (# of Individuals) 18 16 14 12 10 8 6 4 2 0 500 1 000 1 500 2 000 2 500 3 000 3 500 4 000 4 500 Eye vision duration (milliseconds) R2= 0.8296 Source: Sport Eye Tracking Rugby Havas Media / Havas Sports (june 2007) - 10 minutes Stade Français -Biarritz Olympique 14/10/06 © HAVAS SPORTS & HAVAS MEDIA
  36. 36. Learnings & Conclusion
  37. 37. 4 KEY SUCESS FACTORS FOR A BRAND (INORDER TO BE SEEN AND MEMORIZED) * 1 Be present on different locations (at least 3) Secure one of these locations: jersey, sideline signage or 2 centerfield signage Aim at being visible on locations which are well visible 3 during time-outs Long term involvement impacts positively memorization 4 results (ex: Société Générale)* According to this test, on a rugby game © HAVAS SPORTS & HAVAS MEDIA
  38. 38. WHAT’S NEXT? Further our understanding of this new tool by extending research to other games, other sports and on a wider scale © HAVAS SPORTS & HAVAS MEDIA
  39. 39. THANK YOU ! © HAVAS SPORTS & HAVAS MEDIA

×