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Sport Sponsorship Eye Tracking Launch
In South Africa, Havas Sports and Entertainment and eye tracking firm Prompt Research Insights have developed a tool to assess whether brands are looked at and registered by TV viewers during sports broadcasting.
The new Sport Eye Tracking solution has been designed to measure sports sponsorship efficiency on TV in a country where the sponsorship industry is reportedly worth about R3.5bn (£280m).
Havas and Prompt say that sponsors are most concerned with visibility of their logos during games, and whether viewers notice the brands on the backdrop of the matches.
Their new tool provides a complementary approach to existing brand exposure tracking studies. It enables the user to follow the glance path of TV viewers with an invisible user device, and provides detailed analysis of all the glances of a viewer.
Prompt Research Insights is South Africa's first eye tracking research company, and also provides ad pre-testing, ad post testing, online marketing effectiveness, packaging designs and shelf testing.
The partners are online at www.havassports.com and www.prinsights.co.za .
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