The universitys Center for Media Design is using newly developed eye-tracking software to study where peoples eyes fixate on the screen for a duration of only two-tenths of a second.
Testing director Michael Bloxham says the study will determine the effectiveness of scrolling messages typically in the form of news tickers on news programming.
Just at the half-way mark of the study, Bloxham says results show about only 50 percent of test subjects spend time looking at the bottom of the screen, and out of those who do, their recollection of what they saw is patchy.
Bloxham says TiVo owners seem to have a better time recalling what they saw though.
The study is expected to be completed in five weeks.
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