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 (TelevisionRating) is the measure ofpopularity for aprogramme or ad bycomparing its audienceto the population as awhole. One TVR isequivalent to one percent of a target audience.So if Coronation Streetachieved a HousewivesTVR of 20 in Yorkshire itmeans that, on average,20 per cent of allHousewives in Yorkshirewatched it.

A campaign canachieve over 100 TVRs,however. But this doesnot mean that it hasbeen seen by 100 percent of the population, asTVRs only refer to thepercentage of thepopulation reached at thetime of airing. So airingan ad during Corrie sixtimes gives you 120TVRs, but you may onlybe reaching the same 20per cent of people.

Data supplied byGeneration Media