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Impact Factor:0.906
Source:2014 Journal Citation Reports® (Thomson Reuters, 2015)

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

  1. S Adam Brasel
  2. James Gips
  1. Carroll School of Management, Boston College, Chestnut Hill, MA 02467, USA
  1. e-mail: brasels{at}bc.edu


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.

  • Received August 27, 2008.
  • Revision received September 16, 2008.
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