Does the Game Matter? Analyzing Sponsorship Effectiveness and Message Personalization in Sport Live Broadcasts

Abstract

This study aims to increase the effective use of in-stadium sponsor message placement by analyzing the influence of various run-of-play characteristics on television viewers’ visual attention allocation. Sports broadcasts constitute one potential platform for 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 one of the first. Data were analyzed second by second (n = 100,298) using generalized linear mixed models. Results indicate significant associations of several run-of-play characteristics with viewers’ visual attention to sponsor messages depending on the characteristic, the games’ degree of suspense, and playing time. Findings provide hands-on advice for practitioners to enhance sponsor message placement during live broadcasts.

Integrated Sports Information Systems: Enhancing Data Processing and Information Provision for Sports in Slovakia

“…The importance of correct operation and overall efficiency of ISs of sports is underlined by the scientific importance of ISs themselves. This can be seen in being able to use the data retrospectively, e.g., in the analysis of sponsorship [122] or the impact of manager turnover on the performance of a business or other organization [123].…”

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

“…, 2021). The inclusion of broadcasted replays during the game turned out to have a positive effect towards audiences since they are familiar with the replayed contents, which allowing them to allocate more cognitive resources to sponsor messages (Herold and Breuer, 2023). Previous research also indicates that alcohol consumption diminishes audience attention (Ellert et al.…”