Points of View: Where Do We Look When We Watch TV?

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...

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Bibliographic Details
Published in:Perception (London) 2008-01, Vol.37 (12), p.1890-1894
Main Authors: Brasel, S Adam, Gips, James
Format: Article
Language:English
Subjects:
Eye Movement Measurements
Eye Movements - physiology
Fixation, Ocular - physiology
Humans
Pattern Recognition, Visual - physiology
Television
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Summary: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.
ISSN:0301-0066
1468-4233
DOI:10.1068/p6253