MCV GameTime: Industry TV advertising monitor (week ending Sept 30th)

With the busy autumn/winter period up and running, five titles launched TV campaigns earlier this month. We reveal the most effective.

This information is provided by specialist communication firmGeneration Mediawhich focuses on the entertainment and leisure industries.

The influx of new game releases produced a 125 per cent year-on-year increase in the number of brands on air (18 vs eight). Five titles launched TV campaigns during the week ending September 11th. This contributed to a 166 per cent increase in the number of individual TVRs, where one TVR equals one per cent of a target audience.

The largest campaign of the week was for Nintendo’s Star Fox 64 3D, amassing 87 individual TVRs (14 per cent market share).

Other new campaigns of note helping to drive the year-on-year growth included Dead Island (22 TVRs), Warhammer 40,000: Space Marine (61 TVRs) and Gears of War 3 (68 TVRs).

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The launch date of a TV campaign needs to be carefully considered to either coincide with product launch, or to create pre-release awareness. This week, we look at the approach of three different campaigns.

The launch of Gears of War 3’s TV campaign coincided with the Champions League’s return – perfect for targeting young males.

Dead Island has been a runaway success at trade. In contrast to Gears, the heaviest day of TV ads was the Friday after release. Something for the weekend?

Nintendo began advertising Star Fox days before launch. Curiously, the heaviest advertising occurred two days before release, with the following day yielding the lowest TVR percentage.

MCV GameTime is provided by Generation Media. 0207 255 4650

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