Attentional and Evaluative Processing of Split-Screen Advertisements Embedded in Mediated Sports: An Eye-Tracking and Biometric Study

Minkyo Lee, Glenna L. Read, Bomin Paek, Intercollegiate and Professional Sport Management Program, University of Nevada, Las Vegas, Department of Advertising and Public Relations, University of Georgia, Department of Health, Exercise Sciences, University of Kansas

Communication & Sport

Published online on September 08, 2025

Abstract

Communication & Sport, Volume 14, Issue 4, Page 1452-1485, August 2026.
To address challenges with traditional ad breaks in sports broadcasting, split-screen ads - which show ads alongside live game content - have gained popularity. However, research on their impact, particularly across varying emotional engagement levels, is ...