Sport Eye Tracking

Game, Set, Match!
Brand eye tracking on TV sport program

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 2007
source: Mediametrie Mediamat 15 ans & +

© HAVAS SPORTS & HAVAS MEDIA

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?


WHAT DO WE SEE?
Foveal and parafoveal vision


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 visit

Ex: Yarbus (1967)


AT THE END…

2 main criteria in order to evaluate visual attention

1 Eye scanpath

2 Time of fixation

But how to measure it?

TODAY, TOP OF THE RANGE SOLUTIONS
Corneal reflection with PC
In 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

THE EYE TRACKING TEST THE TYPE OF ANALYSIS
THE VIDEO
PROTOCOL FOR EACH VIEWER

Viewing 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 sponsors
Post-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


THE VIEWERS’ PANEL
The sample is representative of the average TOP14
TV 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


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‘Equipe
200 3 Mairie Paris
Metro
The Phone House
150 2
Midi Olympique
4 Be rug be
RMC
100 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


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)


EYE PATH’S MAP


HOT SPOTS’ MAP


A SUCCESSFUL TEST WITH RELEVANT DATA
Reminder: we count a glance when a viewer looks at a brand for at least
220 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%


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?


BRANDS
Visibility versus Glance (Total average duration per viewer)
5 000

Total 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


Which sponsors
SPONSORS are the most
looked at?


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


EXAMPLE: CAPGEMINI ON THE BIARRITZ JERSEY


EXAMPLE: POLLUTION



RIGHT HOLDERS

Which locations are
the most looked at?


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)


THE PARIS JERSEY IS THE MOST LOOKED AT
LOCATION, 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


EXEMPLE: THE BALL


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

CORRELATION BETWEEN DURATION AND
SHORT-
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


4 KEY SUCESS FACTORS FOR A BRAND (IN
ORDER 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


WHAT’S NEXT?

Further our understanding of this new tool
by extending research to other games,
other sports and on a wider scale


THANK YOU !


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