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<p>Virtual advertising is transforming sports sponsorship by enabling personalized brand messages during live broadcasts. This study examines the impact of personalized virtual advertising (PVA) on brand recall and visual attention in Formula 1. A dual-method design was employed: (1) a content analysis of 2023 race broadcasts quantified ad visibility (% of frame occupied); and (2) an eye-tracking experiment (<i>n</i> = 100, via Realeye.io) measured fixation count, fixation duration, and time to first fixation (TTFF). Results showed that virtual ads covered 7.63% of the frame on average, peaking at 23.64% (Mexico) and 20.31% (Monaco tunnel). PVAs enhanced engagement: undergraduate fixation counts rose by 136.5%, postgraduates by 11.1%, and TTFF decreased from 0.95&#xa0;s to 0.58&#xa0;s, indicating faster attention capture. Brand recall was strongest for DHL (93.3%) and Qatar Airways (87%), with female and undergraduate participants recalling personalized service brands more effectively. These findings align with the Elaboration Likelihood Model and theories of visual attention and memory, suggesting that message relevance facilitates deeper encoding. Practical implications include the use of dynamic creative optimization and demographic targeting to improve sponsorship ROI and viewer experience in fast-paced sports broadcasts.</p>

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Revolutionizing Formula 1 broadcasting: unveiling the impact of personalized virtual advertising on brand recall through eye-tracking

  • 期刊论文

  • 发表日期：

    2025年8月31日

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  • Konstantinos Alexopoulos,
  • Vagia Mochla,
  • George Tsourvakas

摘要

Virtual advertising is transforming sports sponsorship by enabling personalized brand messages during live broadcasts. This study examines the impact of personalized virtual advertising (PVA) on brand recall and visual attention in Formula 1. A dual-method design was employed: (1) a content analysis of 2023 race broadcasts quantified ad visibility (% of frame occupied); and (2) an eye-tracking experiment (n = 100, via Realeye.io) measured fixation count, fixation duration, and time to first fixation (TTFF). Results showed that virtual ads covered 7.63% of the frame on average, peaking at 23.64% (Mexico) and 20.31% (Monaco tunnel). PVAs enhanced engagement: undergraduate fixation counts rose by 136.5%, postgraduates by 11.1%, and TTFF decreased from 0.95 s to 0.58 s, indicating faster attention capture. Brand recall was strongest for DHL (93.3%) and Qatar Airways (87%), with female and undergraduate participants recalling personalized service brands more effectively. These findings align with the Elaboration Likelihood Model and theories of visual attention and memory, suggesting that message relevance facilitates deeper encoding. Practical implications include the use of dynamic creative optimization and demographic targeting to improve sponsorship ROI and viewer experience in fast-paced sports broadcasts.