Games becomes second-fastest growing TV ad sector

Dominic Sacco
Games becomes second-fastest growing TV ad sector

Video games has become the second fastest growing TV advertising market in the UK, behind office equipment.

We saw last week that games and consoles TV advertising had kicked off 2012 brightly. Growth in the market has accelerated to 62 per cent year-on-year.

It also puts it well ahead of total TV advertising, which is currently experiencing a slight decline of one per cent. Ubisoft’s Just Dance 3 campaign has been responsible for a large proportion of the growth, achieving 118 individual TVRs year-to-date. This means it’s the largest campaign of 2012 thus far with a 13 per cent share of voice.

Nintendo’s campaign for the 3DS is the only other campaign to break the 100-TVR barrier. With 108 TVRs, this campaign has a 12 per cent share of voice for the year-to-date.


What's a TVR?

The TVR (Television Rating) is the measure of popularity for a programme or ad by comparing its audience to the population as a whole. One TVR is equivalent to one per cent of a target audience. So if Coronation Street achieved a Housewives TVR of 20 in Yorkshire it means that, on average, 20 per cent of all Housewives in Yorkshire watched it.

A campaign can achieve over 100 TVRs, however. But this does not mean that it has been seen by 100 per cent of the population, as TVRs only refer to the percentage of the population reached at the time of airing. So airing an ad during Corrie six times gives you 120 TVRs, but you may only be reaching the same 20 per cent of people.

Data supplied by Generation Media


Tags: games , gaming , tv , advertising , marketing , video , fastest , sector , ads , Spots

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