Looking but Not Seeing: Effect of On-Site Ads in Sports Broadcasts on Television

Öz

In this study, brand recall differences related to TV broadcasts of basketball matches were examined. 194 participants who were students of Faculty of Sport Sciences at Anadolu University took part in this study. An experimental design was created using a video including basketball TV broadcasts of Tahincioğlu Turkish Basketball League to evaluate recall performance of participants. Data analysed using by SPSS v.20. As a result, it was determined that at least one and up to 14 of 84 different brands in the video were recalled correctly as unaided. Minimum 1 and maximum 33 number of brand were recalled as aided by participants. Four of five mostly recalled brands as both unaided and aided were same and interestingly, Tahincioğlu, which is the name sponsor brand of Turkish Basketball League was not among these four brands. Briefly, for a greater brand recall, it may be considered a more effective approach for businesses to advertise or sponsor in different content and format but not through a single communication channel.

Anahtar Kelimeler

• brand recall,on-site ads,sports broadcasts,sponsorship

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