Games and consoles TV advertising focused heavily on the broader family market in the week leading up to Christmas, as demonstrated by these Top Ten campaigns.
Sony’s PlayStation 3 was the most viewed campaign. However, Nintendo’s Wii Fit Plus achieved the most views per spot, highlighting a more harder hitting strategy.
Two games in the Top Ten, Ubisoft’s Your Shape and Nintendo’s Wii Fit Plus, pre-empt New Year resolutions to get fit, and ensure they are front of mind for the January sales.
Here’s to hoping that the non-traditional audiences continue to stimulate the market in 2012. As let’s not forget, video gaming is for life, not just for Christmas.
What's a TVR?
The TVR (Television Rating) is the measure of popularity for a programme or ad by comparing its audience to the population as a whole. One TVR is equivalent to one per cent of a target audience. So if Coronation Street achieved a Housewives TVR of 20 in Yorkshire it means that, on average, 20 per cent of all Housewives in Yorkshire watched it.
A campaign can achieve over 100 TVRs, however. But this does not mean that it has been seen by 100 per cent of the population, as TVRs only refer to the percentage of the population reached at the time of airing. So airing an ad during Corrie six times gives you 120 TVRs, but you may only be reaching the same 20 per cent of people.
Data supplied by Generation Media