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.

本研究旨在通过分析各种比赛特点对电视观众视觉注意力分配的影响，提高体育场内赞助商信息投放的有效利用。体育广播是赞助商发布个性化信息的潜在平台之一。然而，文献仍然质疑体育场内赞助商信息的有效性，并且在这方面很少考虑与比赛相关的因素对观众视觉注意力的影响。此外，研究人员呼吁采取更可靠、更现实的措施来有效评估赞助相关营销。因此，本研究采用实时适应（眼动追踪、赛中投注赔率等），利用足球直播作为首批研究之一。数据逐秒分析（n = 100,298）使用广义线性混合模型。结果表明，根据特征、比赛的悬念程度和比赛时间，几个比赛过程特征与观众对赞助商信息的视觉注意力之间存在显着关联。研究结果为从业者提供了实践建议，以增强直播期间赞助商信息的投放。