Abstract: To obtain a high accuracy marketing analysis result, while reducing an effect of a low accuracy visual line detection processing, a storage unit of a visual line analysis apparatus stores therein, for each commodity, a basic zone including the commodity and an extended zone at least a portion of which, is overlapped with the basic zone. The basic zone and the extended zone are stored in association with each other. An attention degree calculation part of the visual line analysis apparatus compares positional information on a visual line data detected by the visual line detection part and positional information on each zone defined in a zone definition data to calculate an attention degree for each zone, aggregates attention degrees in each zone for each commodity corresponding to the each zone, calculates an attention degree data for each commodity, and stores the calculated data in the storage unit.