A Television News Graphical Layout Analysis Method Using Eye Tracking

This paper presents an analysis method used to evaluate the graphical layout of Television (TV) News. With the data gathered from an eye tracker, it is possible to discern viewers´ main focus of attention. However, in the case of video media, the visualisation tools of eye tracking software are insufficient for this discernment. This method uses eye tracking log files and combines them with algorithms developed using a spreadsheet application and visual data representation techniques. As a result of this combination, it is possible to identify the graphics which have greater visual attention, and subsequently, these representations supported the analysis of viewers´ main focus of attention (areas of interest). A case study was also applied for the validation of this method.