RESUMO
This paper presents data for the estimation of TV viewers' response to sponsor messages embedded in live sports broadcasts. The data were obtained from 11 participants who each watched a full live broadcast of a 2018 soccer World Cup group stage match in a laboratory. Viewer-related data include participants' heart rate, galvanic skin response, and visual attention to sponsor signage visible on screen throughout the entire game. The data additionally include game-related variables such as the minute of play and live betting odds over the course of the game. The data are structured longitudinally along 11 clusters, with 62,380 observations in total. Given the scarcity of real-time measures in the research of sport sponsorship effectiveness, these data can be used to investigate TV viewers' physiological response to live sports broadcasts in different stages of a game and improve the timing and targeting of commercial messages. For discussion and further information, please refer to the full-length article "Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response" [1].
RESUMO
BACKGROUND: Data on changes in natural killer cell cytolytic activity (NKCA) in response to acute physical exercise are contradictory. OBJECTIVE: The aim of this systematic review, meta-analysis and meta-regression is to (1) examine the effect of acute physical exercise on NKCA, (2) shed more light on the moderating factors, and (3) test the assumption of NKCA suppression subsequent to performing sports. METHODS: Two comparisons of NKCA were performed: (1) pre- versus post-exercise and (2) pre-exercise versus recovery. Data were acquired through a systematic search of MEDLINE (via PubMed), Scopus, and SportDiscus. Studies were eligible for inclusion if the effect of acute physical exercise was assessed including a passive control group and reporting NKCA prior to and immediately after the trial, and during the first 2 h of recovery. To better explain between-study heterogeneity, a moderator analysis was conducted. RESULTS: Pooled estimate from 12 studies reporting 18 effect sizes show that NKCA is largely elevated by acute physical exercise (Hedges' g = 1.02, 95% CI 0.59-1.46, p < 0.01). Meta-regressions reveal that this effect is larger for endurance versus resistance exercise and increases with the intensity of exercise (both p < 0.01), whereas the blood material used in the assay (p = 0.71), and the quantitative change in NK-cell count (R2 = 0%, p = 0.55) do not play a significant role. Physical exercise does not affect the level of NKCA after the recovery period (g = 0.06, 95% CI - 0.37 to 0.50, p < 0.76). CONCLUSIONS: This work provides solid evidence for elevated NKCA through performing sports which returns to baseline during the first 1-2 h of recovery, but not below the pre-exercise values providing counterevidence to the assumption of temporarily reduced NKCA. Remarkably, the functional change in NKCA exists independently from the quantitative change in NK-cell count. PROSPERO registration number: CRD42020134257.