Nintendo’s US TV ad spend was higher than PlayStation and Xbox in August

Nintendo spent the most amount of money on US gaming industry TV ad spend in August, according to new figures from real-time TV ad measurement company (via GamesBeat), spending an estimated $4.5m.

The platform holder aired 14 adverts over 1,600 times, collecting around 230.6m impressions. The biggest ad was for its latest handheld, the New Nintendo 2DS XL, whose budget hit an estimated $931,632, according to Most of its budget went to networks with younger audiences, including Adult Swim, Cartoon Network and Nick, airing during shows such as Spongebob SquarePants, Teen Titans Go! and American Dad.

Overall, Nintendo took 26.2 per cent of the market share. PlayStation, by comparison, claimed by 14.8 per cent with $2.5m in spending, while Xbox claimed just 7.7 per cent of TV gaming ad spend, with $1.3m.

PlayStation ran three spots 453 times in August, receiving 94.9 impressions. Most of its spending going on an ad for Uncharted: The Lost Legacy across channels such as Comedy Central, MTV and Adult Swim across shows including South Park, Tosh.0, and Catfish: The TV Show.

Xbox, by comparison, had a single spot for Madden NFL 18, which aired 356 times to gain 46.3m impressions. Unsurprisingly, this was largely across sports networks, including ESPN and NFL Network on programmes such as SportsCenter and NFL Live.

Meanwhile, total US gaming industry ad spend grew 40 per cent month-on-month in August, reaching an estimated $17.1m up from July’s $12.2m. In total, 29 brands ran 81 spots just under 9,000 times, generating over 1.1bn TV ad impressions.

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