Platform holder Microsoft has announced that it has bought up an entire ad break during the November 14th episode of ITV’s reality TV show X Factor as it ramps up its pre-Christmas marketing activity.

The time will be used to promote the recently launched Sky Player service as well as two of the console’s most recent musical hits – Microsoft’s own Lips Number Ones and Activision’s DJ Hero, Marketing Week reports.

“We believe that the X Factor provides us with the perfect opportunity to communicate directly with our target audience and is the ideal time to educate them about the new games and services on the Xbox console,” UK Xbox marketing director Stephen McGill stated.

“By taking up the entire ad break, we can really help to capture the imagination of both potential and existing Xbox users.”