TY - JOUR
T1 - Does the Game Matter?
T2 - Analyzing Sponsorship Effectiveness and Message Personalization in Sport Live Broadcasts
AU - Herold, Elisa
AU - Breuer, Christoph
PY - 2023
Y1 - 2023
N2 - This study aims to increase the effective use of in-stadium sponsor message placement by analyzing the influence of variousrun-of-play characteristics on television viewers’ visual attention allocation. Sports broadcasts constitute one potential platformfor sponsors to place personalized messages. However, literature still questions the effectiveness of in-stadium sponsor messages,and the influence of game-related factors on viewers’ visual attention has received little consideration in this context. In addition,researchers call for more reliable and realistic measures concerning the effective evaluation of sponsorship-linked marketing.Therefore, this study uses real-time adaptions (eye-tracking, in-play betting odds, etc.) utilizing live soccer broadcasts as oneof the first. Data were analyzed second by second (n = 100,298) using generalized linear mixed models. Results indicatesignificant associations of several run-of-play characteristics with viewers’ visual attention to sponsor messages depending on thecharacteristic, the games’ degree of suspense, and playing time. Findings provide hands-on advice for practitioners to enhancesponsor message placement during live broadcasts.
AB - This study aims to increase the effective use of in-stadium sponsor message placement by analyzing the influence of variousrun-of-play characteristics on television viewers’ visual attention allocation. Sports broadcasts constitute one potential platformfor sponsors to place personalized messages. However, literature still questions the effectiveness of in-stadium sponsor messages,and the influence of game-related factors on viewers’ visual attention has received little consideration in this context. In addition,researchers call for more reliable and realistic measures concerning the effective evaluation of sponsorship-linked marketing.Therefore, this study uses real-time adaptions (eye-tracking, in-play betting odds, etc.) utilizing live soccer broadcasts as oneof the first. Data were analyzed second by second (n = 100,298) using generalized linear mixed models. Results indicatesignificant associations of several run-of-play characteristics with viewers’ visual attention to sponsor messages depending on thecharacteristic, the games’ degree of suspense, and playing time. Findings provide hands-on advice for practitioners to enhancesponsor message placement during live broadcasts.
U2 - 10.1123/jsm.2022-0206
DO - 10.1123/jsm.2022-0206
M3 - Journal articles
VL - 37
SP - 290
EP - 301
JO - Journal of Sport Management
JF - Journal of Sport Management
IS - 4
ER -