About Turner
Turner Broadcasting System is a media company owned by Time Warner Group, and it is considered the largest producer of entertainment products worldwide, particularly for pay television channels.
Project
A global survey was carried out to understand the impacts of television advertising on children.
Turner Brazil used three methods to collect data: focus groups, tracer tests, and eye-tracking tests. Altogether, more than 200 children participated in the Brazilian survey.
Turner Brazil used three methods to collect data: focus groups, tracer tests, and eye-tracking tests. Altogether, more than 200 children participated in the Brazilian survey.
Multiple teams participated in the project. I was involved in:
• Organizingtesting and executing interviews using eye-tracking technology;
• Presenting results and recommendations to project sponsors.
Results
After the research, it was possible to map out which elements were the most effective for each age group. Turner compared with results from other countries and created a global report to distribute among Turner partners.
We used eye-tracking technology created by Tobii to understand how children react to television advertising.
The picture above shows some of the videos ads analyzed.
The research included 72 children, divided by age group and social class. 24 ads from Turner channels were evaluated.
The research included 72 children, divided by age group and social class. 24 ads from Turner channels were evaluated.
The picture above shows the different data eye-tracking equipment generated: Be Swarm, Heat Map, Gaze Plot.
It was simple to identify where each child was paying attention, and the impacts caused by different advertising elements.
It was simple to identify where each child was paying attention, and the impacts caused by different advertising elements.
