Game play and the effectiveness of sponsor signage: visual attention to brand messages in live sport broadcasts
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 14 October 2021
Issue publication date: 21 September 2022
Abstract
Purpose
Technological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention. While such an approach requires knowledge on the interplay between in-game events and viewers' attention to sponsor signage previous studies have disregarded factors pertaining to the competition itself. To address this gap, this paper investigates the impact of game-related variables on the allocation of viewer attention in live broadcasts.
Design/methodology/approach
Eye tracking is used to examine the impact of variations in score, ball position and ball possession on soccer fans' attention to sponsor messages during broadcasts. In total, the data comprise n = 36,604 second-by-second observations from 11 participants and games.
Findings
Logistic regression analysis reveals game time effects and significant interaction effects between possession and the score as well as the ball position variable. Sponsors receive less attention if the attacking team controls the ball near the opponents' goal, particularly if the viewers' preferred team is in possession.
Practical implications
Property owners and sponsors can exploit these findings to determine the value of sponsor brand exposure more precisely. New systems could further increase message effectiveness through adjustments of sponsor exposure based on real time match event data.
Originality/value
This study is the first to explore the influence of game-related variables on attention to sponsors. By employing live broadcasts in a near-realistic setting, it further addresses a gap in the literature and adds to the knowledge on sponsor message processing.
Keywords
Citation
Boronczyk, F., Rumpf, C. and Breuer, C. (2022), "Game play and the effectiveness of sponsor signage: visual attention to brand messages in live sport broadcasts", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 5, pp. 950-965. https://doi.org/10.1108/IJSMS-03-2021-0063
Publisher
:Emerald Publishing Limited
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