Both EA’s Battlefield 3 and Activision’s Call of Duty: Modern Warfare 3 have been battling to win the hearts and minds of the gaming universe all year with extensive TV campaigns.
The chart below demonstrates the cumulative views from males aged between 16 and 34 years old to each campaign. Battlefield 3 struck the first blow with a spot in ITV’s coverage of the FA Cup match between Manchester City and Manchester United on April 16th. It wasn’t until the UEFA Champions League final that MW3 launched its assault. Both campaigns were featured in the final, but it was MW3 that scored a critical hit with an audience three times larger than that of Battlefield 3.
Both campaigns then withdrew before regrouping in October. As the first release, Battlefield 3’s launch campaign began a week earlier than MW3’s and had a greater number of views up until the week of its release on October 28th.
The week prior to the release of MW3 saw Activision dramatically increase its offensive, with 47 per cent of all 16 to 34-year-old men seeing the game’s ads in the week ending Sunday, November 6th.
With both campaigns set to continue in the build up to Christmas, we see no ceasefire in sight.
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