スポーツ中継視聴者の看板広告への視線検証

抄録

     The purpose of this study was to investigate where the audiences of sports broadcasts are looking when watching baseball games on television, and to examine their gazing at advertising boards. The direction of their gaze was measured by an eye movement analysis instrument. The subjects were nine college students who do not have experience playing baseball and who watch baseball games on television frequently (effective data was obtained from five persons). The results of this study demonstrated that subjects’ gaze was more often directed at the pitcher and catcher, and they looked slightly at the advertising boards on back nets. In addition, judging from the results of the interview after measurement, subjects noticed the existence of advertisements but they did not understand the details of the advertisements. Therefore, this study suggested that current advertising boards at baseball games might not carry out the role of advertisement on television.