MCV GameTime: Industry TV advertising monitor (wk ending September 2nd)

We look at recent TV advertising activity for games and video games’ total share of all TV campaigns.

Games and consoles TV advertising last week recovered from its lowest point year to date, recording 256 Men 16 to 34 TVRs. This is in line with 2010’s advertising pressure of 259 TVRs.

There were almost twice as many campaigns on air (15 vs eight) in 2011 compared to the same week in 2010. However, each was backed with around half the number of TVRs (17 vs 32).

Even the launch of Deus Ex failed to stimulate growth. The campaign registered 46 TVRs in its first week, down on last year’s market leader: Art Academy with 60 TVRs. However, Deus Ex ads only began airing on August 12th. So despite only airing for three days, it was the most advertised title during the week ending August 14th.

Games and consoles advertising is extremely competitive. There have been over 100 campaigns this year, a figure set to rise sharply with a number of big launches due this Autumn and Winter.

The graph (left) demonstrates what percentage of all TV advertising, by month, games and consoles advertising accounted for. In 2010, only two per cent of all TV advertising was for games and consoles. This peaked at Christmas, but even in December 2010 it only accounted for 4.5 per cent.

Exposure in the first half of 2011 has been higher than 2010. Although this fell across June and July, the launch campaigns planned for Autumn and Winter should ensure that exposure levels exceed last year’s.

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