The Impact Of TV And Cellphone Screen Viewing On The Effectiveness Of Sponsor Ads In Sports Event Broadcast

The FIFA World Cup(World Cup)is one of the most eye-catching and most widely televised sports events.Its huge media value and wide spread range have stimulated the enthusiasm of various domestic and foreign companies to sponsorship.Watching games on small screens such as mobile phones has gradually become a viewing channel favored by the youth.The audience’s perception and attention to the World Cup background advertisements will also be affected by the size of screens,thereby affecting the effect of brand-sponsored background advertisements.Previous studies have found that consumers pay different attention to brand advertisements with different characteristics.Advertisements for familiar brand will lead to higher brand awareness,and dynamic advertisements are more noticeable for consumers.However,the research on the effect of brand-sponsored advertising on different screen size is not thorough enough,nor can it be combined with consumers’ own factors and brand-related factors.Therefore,there is necessary to explore the effects of large and small screen on brand-sponsored background advertising and its influencing factors through experimental methods.Experiment 1 explores the impact of watching sports events on different sizes of screens(TV screens,mobile phone screens)on the participants’ brand perception,and mainly discusses the impact on audience brand recall and brand recognition.The independent variable is screen size,the dependent variable includes two variables,brand recall and brand recognition,to measure advertising effects.Experiment 2 used 2*2 full factor analysis to explore the influence of brand familiarity and background advertisement presentation form on advertising attention.The independent variables are brand familiarity and the advertisement presentation form.The related variables includes eye movement attention including the length of fixation and the number of fixations,which are used as dependent variables.Then check the degree of correlation with brand recall and brand recognition.The study found that audience has a high degree of brand awareness when watching large-scale sports events through mobile phone screen,and the effect of brand sponsored background advertising is better.In the eye tracking experiment,there is an interaction between brand familiarity and advertising presentation.For brands with high familiarity,Audiences show a higher level of attention to the presentation of dynamic advertisements.For brands with less familiarity,static presentation of advertisements can attract consumers’ attention more.The research reveals the screens effect on sports event advertisements,at the same time discovered two factors that affect the attention of brand sponsorship advertisements with different characteristics.The research results will help companies optimize the form of sponsorship advertising according to their own development and improve the sponsorship effect.