MCV GameTime: Industry TV advertising monitor (wk ending January 29th)

2012 started brightly for games and consoles TV advertising. The first two full weeks produced remarkable year-on-year growth (52 per cent and 2,498 per cent).

The extraordinary growth witnessed during the week ending January 15th reflects a very poor corresponding week in 2011, when a small base of just three campaigns produced 10 TVRs, compared to 14 campaigns producing 252 TVRs in 2012.

A TVR represents one per cent of a target audience. This can go over 100 if the same person watched an advert more than once.

The two weeks succeeding this period tempered expectations by producing year-on-year reductions in activity (-58 per cent and -52 per cent accordingly).These reductions were caused by a lack of heavyweight activity. In 2011, Dead Space 2, Art Academy and LittleBigPlanet 2 all achieved over 100 TVRs across the two-week period.

By comparison, the most viewed game in 2012, Just Dance 3, achieved 54 TVRs. That game has achieved 172 TVRs for the year-to-date.

Supplied byGeneration Media

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