Table 3.

The viewing time (in seconds) and the number of fixations on the text or the picture part of the ad for the eight car and eight skin care ads in the current experiment (line 1), the other 32 ads used in the experiment (line 2), all stimuli in the current experiment (line 3) and the eight car and eight skin care ads with data from the Rayner et al. (2001) study

	Viewing time		Number of fixations
Stimulus set	Text	Picture	Text	Picture
Car/skin (current study)	5.14 (50%)	5.07 (50%)	20.8 (51%)	20.0 (49%)
Others (not car/skin)	2.89 (32%)	6.05 (68%)	11.6 (33%)	24.1 (67%)
Complete set	3.64 (39%)	5.72 (61%)	14.7 (39%)	22.7 (61%)
Car/skin (Rayner et al.)	4.61 (72%)	1.81 (28%)	20.8 (71%)	8.4 (29%)

The values in parentheses indicate the percentage of time and the percentage fixations in a given part of the ad.