Abstract

As media multitasking becomes increasingly prevalent, sports TV broadcasts—one of the primary exposure channels for sponsorship—are also influenced. This study investigates the impact of multitasking, particularly involuntary multitasking such as push notifications, on sponsorship effects. Grounded in communication theories, the research employed neuromarketing techniques using EEG measurements. An EEG-based experiment was conducted with a simulated 10-minute and 15-second sports TV broadcast as the primary media content accompanied by multitasking stimuli. Participants were randomly assigned to high multitasking, low multitasking, or control groups. EEG indicators, including total occipital alpha (TOA) and left prefrontal dominance (LFPD), were analyzed alongside self-reported survey data. Results showed that multitasking increased TOA, indicating cognitive avoidance, and reduced LFPD, which is associated with negative emotions such as annoyance, ultimately leading to lower sponsorship effects. In contrast, lower TOA and higher LFPD were linked to improved brand recall, brand attitude, and purchase intention. Despite limitations such as a relatively small sample size and the use of a real-world brand (Nike), the findings validate the cognitive, affective, and behavioral mechanisms underlying sponsorship effectiveness. The study underscores the importance for sports organizations and sponsors to mitigate the adverse effects of multitasking or develop adaptive activation strategies. It also highlights the value of integrating neuromarketing tools like EEG into sponsorship evaluation, offering novel insights into shifting media consumption behaviors.