MCV GameTime (week ending July 15th)

Dominic Sacco
MCV GameTime (week ending July 15th)

In our second weekly feature, we look at the overall advertising activity for video games on TV this year up to June 27th.

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 June 27th, for males aged between 16 and 34 years old.

Click the below image to view a larger version:

- Games and Consoles UK TV advertising pressure against men aged 16 to 34 decreased at the end of June, with the market experiencing two consecutive weeks of year-on-year decline for the first time in 2011.

- Last week we saw that the week ending June 19th was in eight per cent decline year-on-year. We can now see that this week finished with a greater decline than originally analysed, finishing 24 per cent down year-on-year.

- A lack of big releases has driven this decline. Activision’s Transformers: Dark of the Moon (66 TVRs) was the biggest new entry, but it was Nintendo’s Zelda: Ocarina of Time 3D (89 TVRs) that topped the advertising charts for the third consecutive week.

- Despite the recent decline in TV advertising activity, the market is still demonstrating strong growth year-to-date of 29 per cent. This has fallen from 32.5 per cent up to June 19th.

 

Top advertising campaigns aimed at men aged 16 to 34 (January 1st to June 26th, 2011)

- Up to the June 26th 2011 there have been 103 TV advertising campaigns within the games and consoles market. Advertising against adults and children (individuals) has been accounted for in the table, as different campaigns will have very different targets. These figures can be measured against a variety of audiences, and will be adapted when measuring different genres. For example, men aged 16 to 34 would be the most appropriate audience when studying the FPS market.

- Games and console campaigns have averaged three weeks on air, averaging 36 individual TVRs per week. In 2010, there were 82 campaigns in the same period (20 per cent less than 2011). These averaged four weeks on air (33 per cent more than 2011), averaging 37 TVRs per week (+3 per cent).

- Nintendo have dominated the Games and Consoles TV advertising market in 2011, recording a 48 per cent overall share of voice. This has resulted in seven (of 31) of Nintendo’s campaigns featuring in the top 10.

- Ubisoft was the No. 1 advertiser of dance games, with two titles in the Top Ten.  Just Dance 2 was the top advertised non-Nintendo title.

- THQ was the only other advertiser to place in the Top Ten through their heavily backed uDraw tablet. This strategy resulted in the device claiming the No.1 spot in the advertiser rankings for the week ending March 13th 2011.

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

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Tags: video games , tv , advertising , GameTime

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