电视直播体育赛事背景广告曝光效果的实例分析  

Concrete-Example Analysis of Exposal Effects of Background Advertisements of Sports Competitions Televised Live

作　　者：张峰筠[1] 肖毅[1] 

机构地区：[1]上海体育学院体育赛事研究中心,上海200438

出　　处：《上海体育学院学报》2009年第4期27-30,43,共5页Journal of Shanghai University of Sport

基　　金：上海市科学技术委员会重点科技攻关项目(072705130)

摘　　要：采用文献资料、访谈、观察测量及数理统计法,对电视直播体育赛事过程中背景广告曝光参数的特征进行分析。在人工观察记录测定方法的基础上,利用体育赛事背景广告曝光参数测算软件,对2008年中超及欧冠杯足球赛电视直播中背景广告的曝光参数,即曝光时间、频次、区域进行测定,以寻找广告曝光的规律与差异,并针对原因提出建议。The methods of literature, visit, observation, measurement and mathematical statistics were applied to analyzing the exposal parameters ＇ characteristics of background advertisements of the sports competitions televised live, On the basis of the method of measurement with artificial observation and record, it used the software of calculating exposal parameters of sports competitions＇ background advertisements to measure such exposal parameters as exposal time, frequencies and zone of the background advertisements of 2008 Super League of CFA and 2008 Champions League of UEFA televised live, then made a statistics and comparative analysis of the data gained, so as to find out the law and differences of advertising exposure and put forward some proposals according to causes.

关 键 词：体育赛事 电视直播 背景广告 曝光参数 测算软件 

分 类 号：G80-05[文化科学—运动人体科学]