New York – ESPN Research + Analytics unveiled today an
in-depth study on 3D TV saying viewers enjoy the medium more than HD
Results were compiled from more than 1,000 testing sessions
and 2,700 lab hours, and also concluded that fans are comfortable with the
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, more than 700 measures
were processed during the testing. The Ad Lab used five different 3D
manufacturers in its testing.
“The results from this comprehensive research project
support what we have said time and time again — fans have a higher level of
enjoyment when viewing 3D. Plus, for advertisers, this study provides good news
on the level of fan engagement when viewing 3D ads,” said Artie Bulgrin, senior
VP of ESPN Research + Analytics. “This study will help us continue to
develop ESPN 3D as an industry leader for event-based 3D viewing.”
Among the key findings are:
- 3D TV ads can be more effective: In
testing the Ad Lab showed viewers the same ads in 2D and 3D. 3D ads
produced significantly higher scores across all ad performance metrics —
generally maintaining a higher level of arousal than the 2D counterpart. Participants
showed better recall of the ad in 3D: Cued recall went from 68 percent to 83
percent. On average, purchase intent increased from 49 percent to 83 percent. Ad
liking went from 67 percent to 84 percent.
- Fans enjoy 3D: The results showed a
higher level of viewer enjoyment, engagement with the telecast and a stronger
sense of presence with the 3D telecasts. Enjoyment increased from 65 percent
to 70 percent in 3D while presence went from 42 percent to 69 percent.
- Passive vs. Active: With all things
equal, there were no major differences between passive and active 3D TV sets
for overall impact however, passive glasses were rated as more comfortable and
less distracting by participants.
- Depth Perception: The study found that
there were 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.
True 3D vs. 2D: Participants showed much
more favorable responses to true 3D images than to 2D.