MCV GameTime (week ending July 22nd)

In the third instalment of this weekly feature, we look at the overall advertising activity for video games on TV this year up to July 4th.

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

This week we take a look at the year-on-year weekly marketing dynamics from January 1st to July 4th, for males aged between 16 and 34 years old. We also compare TV advertising for games in 2011 to last year.

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– The games and consoles TV advertising market recovered at the end of June following two successive weeks of decline. Year-to-date Games and Consoles TV advertising has grown by 28 per cent year-on-year.

– Games and console TV advertising campaigns have averaged four weeks on air – the same number as in 2010. On average, each campaign achieved 34 TVRs for men aged between 16 and 34 years old per week (up three three per cent).

– Activision’s heavy backing ofTransformers:Dark of the Moon ensured it was the No.1 advertised video game during the week of the successful movie release.

– Despite recording year-on-yeargrowth, levels of men aged 16 to 34 TVRs have yet to return to the peak witnessed the week ending May 1st 2011, when Sega’s Virtua Tennis 4 was top of the advertising charts.

Monthly marketing dynamics – January 1st to June 30th, 2010 vs 2011

– From January 1st to June 30th, TV advertising to men aged between 16 and 34 years old increased by 29 per cent year-on-year.

– Nintendo stimulated much of June’s growth with the top two advertised campaigns; Legend of Zelda 3D (312 TVRs) and Wii (221 TVRs). 2K’s Duke Nukem Forever (167 TVRs) and Activision’s Transformers:Dark of the Moon (108 TVRs) were also standout performers.

– Although the market is still in a state of growth, it has been decelerating since March. June finished with a rise of eight per cent year-on-year, compared to March’s growth of 65 per cent.

– There have been 23 per cent more TV campaigns on air (103 vs 84) in 2011 than 2010. On average, each campaign has been backed six per cent more heavily than in 2010 (114 TVRs vs 108 TVRs).

MCVGameTime is provided by Generation Media. 0207 255 4650 lwww.generationmedia.co.uk