ESPN fans enjoy 3DTV more than standard 2D HiDef, according to a study by the network at more than 1,000 testing sessions and 2,700 lab hours announced today.
Among other key findings in the is that 3D TV ads can be more effective. When the same ads were shown to viewers in 2D and 3D, the 3D ads produced significantly higher scores across all ad performance metrics:
* Better recall of the ad in 3D:
— purchase intent increased from 49% to 83%
— Cued recall went from 68% to 83%
— Ad liking went from 67% to 84%
* Much more favorable responses to true 3D images than to 2D.
* Higher level of viewer enjoyment (65% to 70% in 3D), engagement with the telecast and a stronger sense of presence with the 3D telecasts (42% to 69%).
* No major differences in overall impact between TV sets using passive 3D glasses (like movie theaters) and the most common active-shutter glasses for 3D TVs.
* Passive glasses were rated as more comfortable and less distracting than active-shutter glasses.
* No adverse effects on depth perception (stereopsis). It appeared that there is an acclimation effect whereby participants adjust to 3D over time under normal use.
A study announced at the SMPTE conference last week by Bob Seidel, VP of CBS Advanced Technology and Engineering, indicated that 8%-10% of viewers can’t see the 3-D effect due to a lazy eye muscle; others might be prevented from seeing it due to color-blindness, headaches, motion sickness or other motion-related issues. Siedel said the percentage of viewers who may not be able to enjoy 3D could be as high as 20%.
The study for ESPN Research + Analytics was conducted by Dr. Duane Varan, professor of New Media at Murdoch University, during ESPN’s coverage of the 2010 FIFA World Cup at the Disney Media and Ad Lab in Austin, Texas.
The research employed an experimental design approach including the use of perception analyzers, eye gaze and electrodermal activity. The study focused on a multitude of topics including overall viewing enjoyment, fatigue and novelty effects, technology differences, production issues and advertising impact. In all over 700 measures were processed during the testing. The Ad Lab used five different 3D manufacturers in its testing.
— By Scott Hettrick