2018 World Cup Viewer Response

This dataset contains data for the estimation of TV viewers’ response to sponsor messages embedded in live sports broadcasts. The data were obtained from 11 participants who each watched a full live broadcast of a 2018 soccer World Cup group stage match in a laboratory. Viewer-related data include participants’ heart rate, galvanic skin response, and visual attention to sponsor signage visible on screen throughout the entire game. The data additionally include game-related variables such as the minute of play and live betting odds over the course of the game. The data is structured longitudinally along 11 clusters, with 62,380 observations in total.