## 6 Results of Eye-Tracking Analysis
After analysing the modified advertisement, 17 external ads were present on the inner circuit that was subjected to the testing. Since measurements were taken from five to six drivers, this accounts for 85 advertisements in total. Surprisingly, only four were registered by the drivers, and no fixations of the gaze were recorded for 81 of them. This generated a ratio of 5% for observed ads. Two drivers were unsuccessful in noting any fixations on the specified ads. From the viewpoint of advertisements, this corresponds to one fixation for 4 advertisements and zero fixations for 13 advertisements across five test drives. The outcomes of the outer circuit evaluation were markedly different from those of the inner circuit. Measurements of 6 drivers and 16 ads were used in the assessment. Out of the 96 outdoor ads visible on route, 24 were noted by drivers. On average, the total fixation rate was 25%. The most fixations (3) were recorded for ads TR4-155 and TR4-157 (Figure 5). Driver 12 was the one with the highest number of recorded ads, having seen six ads overall. This gave a total ratio of 16% seen and 84% without fixation on both routes. After a thorough assessment of the advertising tracking, a comparison between the drivers' subjective responses from the A/B testing and the measured values from the eye tracker was made. Three variants were then produced:  
* Response Yes and Saw--evaluation based on the driver's answer of Yes to the question on whether they noticed the logo or product they selected during the test drive, and the eye tracker recording that they saw the advertising used for that choice in the A/B testing. * Response Yes and Not seen--evaluation based on the driver's answer of Yes to the question on whether they noticed the logo or product they selected during the test \begin{table}
\begin{tabular}{c c c c c c c} \hline \hline \begin{tabular}{c} **Inner** \\ **Circuit** \\ \end{tabular} & \begin{tabular}{c} **Outdoor** \\ **Advertising** \\ **(OA)** \\ \end{tabular} & \begin{tabular}{c} **View Ratio of OA** \\ **(OA)** \\ \end{tabular} & \begin{tabular}{c} **Outer** \\ **on Total Number** \\ **of OA** \\ \end{tabular} & \
\begin{tabular}{c} **Outdoor** \\ **Advertising** \\ **(OA)** \\ \end{tabular} &
\begin{tabular}{c} **View Ratio of OA** \\ **on Total Number** \\ **of OA** \\ \end{tabular} \\ \hline Driver 1 & 25 & 3 & 12\% & Driver 7 & 72 & 13 & 18\% \\ Driver 2 & 25 & 0 & 0\% & Driver 9 & 72 & 5 & 7\% \\ Driver 4 & 25 & 2 & 8\% & Driver 10 & 72 & 4 & 6\% \\ Driver 5 & 25 & 0 & 0\% & Driver 11 & 72 & 12 & 16\% \\ Driver 6 & 25 & 1 & 4\% & Driver 12 & 72 & 14 & 19\% \\ \(\Sigma\) & 125 & 6 & 5\% & Driver 13 & 72 & 11 & 15\% \\  & & & & \(\Sigma\) & 432 & 59 & 14\% \\ \hline \hline \end{tabular}
\end{table} 
Table 20: Evaluation of outdoor advertisements seen during test drives. drive, and the eye tracker recording that they did not witness the advertising used for that choice in the A/B testing. * Response No and Saw--evaluation based on the driver's answer of No to the question on whether they noticed the logo or product they selected during the test drive, and the eye tracker recording that they saw the advertising used for that choice in the A/B testing. The evaluation of conditions was conducted according to the criterion of selecting TRUE or FALSE. When both conditions were fulfilled, the response was marked as TRUE. However, if one or both of the conditions were not satisfied, the result was labelled FALSE. The first variant evaluated was Answer Yes and Saw. The aim was to determine how often the driver reported that they noticed the chosen option and actually focused their gaze on it during the trial. The evaluation of this variant on the inner route revealed that only in two cases was the result TRUE, which signifies that in these two situations, both conditions were fulfilled. In terms of percentage, this outcome accounts for only 2% of the entire sample. The outer route was evaluated as TRUE in 5 cases out of a total of 96 options. Here, it is 5% of the entire sample.