ESPN

During the 2010 FIFA World Cup this past summer, which drew 24.3 million viewers during the final match, ESPN conducted a survey asking viewers to share their thoughts about 3D versus HD stations. The result, though not as hotly contested as the match between Spain and Netherlands, clearly showed that viewers were not only comfortable watching sports in 3D – they even preferred it over HD.

ESPN Research + Analytics, the sports network’s research arm, used an experimental survey design in its study, which included the use of perception analyzers, eye gaze and electrodermal activity. With these new methods, ESPN was able to include factors such as overall viewing enjoyment, fatigue, novelty effect and advertising impact into its results. For fairness among 3D TV makers, the study also included five different manufacturers in its testing.

The results are said to reflect what has already been said in the industry – 3D TV-viewing is more enjoyable and does a better job of engaging fans in event-based

During the 2010 FIFA World Cup this past summer, which drew 24.3 million viewers during the final match, ESPN conducted a survey asking viewers to share their thoughts about 3D versus HD stations. The result, though not as hotly contested as the match between Spain and Netherlands, clearly showed that viewers were not only comfortable watching sports in 3D – they even preferred it over HD.

ESPN Research + Analytics, the sports network’s research arm, used an experimental survey design in its study, which included the use of perception analyzers, eye gaze and electrodermal activity. With these new methods, ESPN was able to include factors such as overall viewing enjoyment, fatigue, novelty effect and advertising impact into its results. For fairness among 3D TV makers, the study also included five different manufacturers in its testing.

The results are said to reflect what has already been said in the industry – 3D TV-viewing is more enjoyable and does a better job of engaging fans in event-based