What’s driving the decline in games advertising?

The games and consoles TV advertising market is at a five-year low.This market consists of six key sectors, and we’re going to look at which are responsible for the decline.

The bars in the chart (below) represent the year-on-year percentage change in TV activity. The squares demonstrate the relative contribution in TVR terms of each sector. A TVR represents one per cent of a target audience.

Initial analysis of the market reveals that only two of the key sectors are in decline. However one of these two, games, makes up 68 per cent of all games and consoles TV advertising. Therefore, this submarket is key to the performance of the total market. And as it stands, games TV advertising is down 41 per cent year-on-year.

The total market figure, whilst still down 32 per cent, is mildly better off thanks to the growth in smaller submarkets.

Although the mobile phone and game downloads sector has produced the largest growth, it has the smallest contribution to the sector of one per cent.

Supplied byGeneration Media

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