SPORTFIVE publishes qualitative basic research study

SPORTFIVE explores new approaches in researching the effectiveness of sponsorship, with a qualitative basic study on involvement and eye contact with perimeter advertising, shirts and cam-carpets. Fan's feelings in front of the TV set, and their eye contact with advertising tools, were researched with a combination of physiological activation measurement (using a finger sensor), eye tracking and intuitive real-time flow analysis. The results show the actual eye contact with the brand logos before the usual probable contact figures used in sports sponsorship.

This is the first time in the history of effectiveness research that an approach used successfully for TV, print and online was transferred to sports sponsorship. The study provides insights into TV viewers' attention, awareness, information processing and emotional involvement during the match, with respect to the presence of sponsor brands in the backdrop of football programmes.

The "Eye Tracking in sports sponsorship" study was performed for SPORTFIVE in 2007 by the Mediascore Institute, Cologne.

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