Inside iNDIANA Business -http://www.insideindianabusiness.com/newsitem.asp?ID=14776

The Center for Media Design is measuring where people actually look on a television screen and how they respond to television programming.

The center is using newly developed eye-tracking equipment to determine the position of a subject’s gaze while watching a 15-minute segment of a sitcom. The tracking system will determine the effectiveness of scrolling messages at the bottom of the screens that are used by many news and sports information programs. It will also determine how successful advertising graphics that float across a television screen really are.

Ball State Center for Media Design Testing Director Michael Bloxham says preliminary results show that roughly 50 percent of the sample looks at the graphics at all. Of those people, recall of what they have seen is actually very weak.

Final results should be available within about six weeks.

Source: Inside INdiana Business

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