MCV GameTime: Industry TV advertising monitor (wk ending August 12th)

James Batchelor
MCV GameTime: Industry TV advertising monitor (wk ending August 12th)

We look at the latest TV advertising activity for games targeting men, children and housewives.

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 March 13th to July 24th, for males aged between 16 and 34 years old.

We also look at same metrics for housewives with children during the same period.

WEEKLY MARKET DYNAMICS: YEAR-ON-YEAR CHANGE IN MEN 16 TO 34 TVRS
MARCH 13th TO JULY 24th, 2010 VS 2011

– A lack of big early summer releases contributed to a 46 per cent year-on-year decline in TVRs for men aged 16 to 34 years old, for the week ending July 24th. One TVR equals one per cent of a target audience.

– Two weeks of heavy decline in July means the year-to-date growth figure has fallen from 26 per cent to 22 per cent.

– There were only 256 TVRs in the latest recorded week, which is 69 per cent less than 2011’s peak (the week ending May 1st).

– Ubisoft’s Call of Juarez was the most advertised game to men aged 16 to 34 during the week ending July 24th, with a total of 75 TVRs.

WEEKLY MARKET DYNAMICS: YEAR-ON-YEAR CHANGE IN HOUSEWIVES WITH CHILDREN TVRS
MARCH 13th TO JULY 24th, 2010 VS 2011

– Although men aged 16 to 34 years old are thought to make up much of the core gamer market, advertisers are increasingly
targeting the wider market. This week, we look at ads targeting housewives with children.

– Games and consoles advertising for housewives and children has followed much the same pattern as Men 16 to 34 in 2011.

– This has contributed to a reduced growth figure of 19 per cent, compared to 22 per cent for the adult male market.

– Nintendo is the dominant force when measuring the advertising market for housewives and children. Of the 30 recorded weeks in 2011 thus far, Nintendo has been the top advertiser 19 times.

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Tags: Media , uk , mcv , tv , research , advertising , marketing , report , GameTime , TVRs , generation media , tv advertising

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