Brasel S A, Gips J, 2008, "Points of view: Where do we look when we watch TV?" Perception 37(12) 1890 – 1894
Download citation data in RIS format
Last but not least
Points of view: Where do we look when we watch TV?
S Adam Brasel, James Gips
Abstract. How is our gaze dispersed across the screen when watching television? An exploratory eyetracker study with a custom-designed show indicated a very strong center-of-screen bias with gaze points following a roughly normal distribution peaked near screen center. Examining the show across time revealed that people were rarely all looking at the same location, and the amount of gaze dispersion within frames was highly variable. Different forms of programming yielded different levels of dispersion: static network ‘bumpers’ created the tightest visual groupings, and gaze dispersion for frames with show content was less than the dispersion for commercials. Advertising frames with brand logos generated higher dispersion than the non-branded advertisement portions, and repeated advertisements generated higher dispersion than their first-run counterparts.
This article has supplementary online material: Colour figures
Full-text PDF size: 851 Kb
References 7 references, 5 with DOI links ()