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Sport Eye Tracking
1.
Game, Set, Match! Brand
eye tracking on TV sport program
2.
Introduction
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 2007 source: Mediametrie Mediamat 15 ans & + © HAVAS SPORTS & HAVAS MEDIA
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.
Eye tracking theory
6.
WHAT DO WE
SEE? Foveal and parafoveal vision © HAVAS SPORTS & HAVAS MEDIA
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 visit Ex: Yarbus (1967) © HAVAS SPORTS & HAVAS MEDIA
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.
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 © HAVAS SPORTS & HAVAS MEDIA
10.
Experimental design
11.
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 © HAVAS SPORTS & HAVAS MEDIA
12.
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 © HAVAS SPORTS & HAVAS MEDIA
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‘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 © HAVAS SPORTS & HAVAS MEDIA
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.
EYE PATH’S MAP
© HAVAS SPORTS & HAVAS MEDIA
16.
17.
HOT SPOTS’ MAP
© HAVAS SPORTS & HAVAS MEDIA
18.
Test results
19.
4.1 Key results
20.
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% © HAVAS SPORTS & HAVAS MEDIA
21.
4.2 Different points of
view
22.
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
23.
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 © HAVAS SPORTS & HAVAS MEDIA
24.
DIFFERENT POINTS OF
VIEW Which sponsors SPONSORS are the most looked at? © HAVAS SPORTS & HAVAS MEDIA
25.
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
26.
EXAMPLE: CAPGEMINI ON
THE BIARRITZ JERSEY © HAVAS SPORTS & HAVAS MEDIA
27.
EXAMPLE: POLLUTION
© HAVAS SPORTS & HAVAS MEDIA
28.
DIFFERENT POINTS OF
VIEW RIGHT HOLDERS Which locations are the most looked at? © HAVAS SPORTS & HAVAS MEDIA
29.
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
30.
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 © HAVAS SPORTS & HAVAS MEDIA
31.
EXEMPLE: THE BALL
© HAVAS SPORTS & HAVAS MEDIA
32.
EXEMPLE: THE BALL
© HAVAS SPORTS & HAVAS MEDIA
33.
EXEMPLE: POLL SHOT
© HAVAS SPORTS & HAVAS MEDIA 33
34.
4.3 Memorization
35.
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
36.
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 © HAVAS SPORTS & HAVAS MEDIA
37.
Learnings & Conclusion
38.
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 © HAVAS SPORTS & HAVAS MEDIA
39.
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
40.
THANK YOU !
© HAVAS SPORTS & HAVAS MEDIA