MCV GameTime (week ending July 29th)

Dominic Sacco
MCV GameTime (week ending July 29th)

We look at the overall advertising activity for video games on TV this year up to July 10th, and examine how publishers are targeting different TV audiences.

This is provided by specialist communication firm Generation Media which focuses on the entertainment and leisure industries.

This week we take a look at the year-on-year weekly marketing dynamics from January 1st to July 10th, for males aged between 16 and 34 years old. We also look at the amount of advertising for each publisher and who they are reaching.

Click the below image to view a larger version:

- July has started strongly for games and consoles TV advertising, with the week ending July 10th registering a 34 per cent year-on-year increase in advertising pressure to men aged between 16 and 34 years old.

- Nintendo topped the weekly advertising charts for the tenth week in 2011. The Wii MotionPlus registered 80 TVRs – 82 per cent more than the average for the week. TVRs are television ratings, where one TVR equals one per cent of a target audience.

- There were 355 TVRs during the week ending July 10th – that’s 17 per cent less than the year-to-date average. This doesn’t mean 355 per cent of the population saw the ads, it may be that the same audience has viewed them on multiple occassions.

- The games and consoles TV advertising market is now 29 per cent up year-on-year. This growth has been driven by a 16 per cent increase in the number of campaigns on air, averaging 11 per cent more TVRs per campaign.

 

Targeting by advertiser – January 1st to July 10th, 2011

 

- The chart demonstrates the relative weight and targeting of all games and consoles advertisers registering over 100 individual’s TVRs in 2011.

- The size of the bubble represents the comparative weight of TV activity. The position of the bubble represents the comparative age and gender profile of the TV advertising activity.

- The size of the Nintendo bubble demonstrates how dominant the weight of their TV advertising strategy has been. The targeting of their activity reflects their portfolio of products.

- Rockstar Games’ (L.A Noire) advertising has been the most targeted to male audiences. Conversely, the advertising of 505 Games (Zumba Fitness) has been the most targeted to female and older audiences.

MCV GameTime is provided by Generation Media. 0207 255 4650 l www.generationmedia.co.uk

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Tags: Media , uk , games , tv , advertising , marketing , Publishers , ads , GameTime , TVRs

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