ESPN Study: Fans and Advertisers both Like 3D
ESPN Research + Analytics (www.espnmediazone3.com) released a study on 3DTV, compiling results from more than 1,000 testing sessions and 2,700 lab hours. ESPN has concluded that fans are comfortable with the medium and even enjoy it more than programming in HD. ...
The study results indicate that 3D ads produced significantly higher scores across all ad performance metrics, generally maintaining a higher level of interest than the 2D counterpart. The results also indicated a higher level of viewer enjoyment, engagement with the telecast and a stronger sense of presence with the 3D telecasts.
See more details at http://www.espnmediazone3.com/us/2010/11/3d-study/.