Article2021

Game play and the effectiveness of sponsor signage: visual attention to brand messages in live sport broadcasts

Felix Boronczyk · Christopher Rumpf · Christoph Breuer

22 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

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.

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References

2000The Limited Capacity Model of Mediated Message Processing 1999EMOTION 1984Perspectives on Information Overload 2007Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention 2010Sport involvement: A conceptual and empirical analysis 2001Sponsorship and recall of sponsors 1992Effects of Involvement, Arousal, and Pleasure on the Recognition of Sponsorship Stimuli 2012The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts

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