MCV @ GAMESCOM INSIGHT: The impact of TV ads on boxed game sales

Year-to-dategames and consoles market sales data (boxed games) reveals a strong correlation between TV advertising and return on investment in what has been a buoyant 2014 thus far.

The first visible spike inTV market ad pressure and subsequent sales occurred across March/April, probably due to the so-called ‘battle of the system sellers’ between Sony’s Infamous: Second Son and EA’s Titanfall.

Between them, both campaigns amassed in excess of 500 male 16 to 34 TV viewer ratings (TVRs) across
both campaign periods,contributing to Infamous: Second Son’s 1m global sales in nine days and Titanfall becoming the biggest-selling new game of 2014.

Nintendo’s post-E3 renaissance is also not to be underestimated. New IP announced at E3 as well as the release of Mario Kart 8 led to an increase in purchasing intent of over 50 per cent.

The firm’s increased TV support for Mario Kart 8 and Tomodachi Life has added significantly to their TV ad share in the UK, accruing over 800 individual TVRs in the last eight weeks compared to just 200 in the first eight weeks of 2014.

The last four weeks of consolidated data have revealed a surge in TV advertising from Microsoft in support of Xbox One – having remained relatively dormant since January. But, we are yet to see a response from Sony.

In summary, 2014 has gone some way to proving that more TV equals more sales.

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