The flurry of triple-A console releases has seen console publishers race back to the top of the TV advertisement battle in the US.
VentureBeat reports Activision claimed 36 per cent of what is referred to as the digital share of voice (SOV) of the entire game industry's TV ad output for the period between October 16th and November 15th.
The promotional push behind Call of Duty: Black Ops III and Guitar Hero was the driver, with Activision also outspending its rivals.
EA claimed second place with 32.3 per cent thanks to the launch of Star Wars Battlefront, while Bethesda and Fallout 4 finished third with 16.8 per cent. Two ads were run for the post-apocalyptic jaunt – its launch trailer and a co-branded Fox Sports spot.
Nintendo re-entered the top five with 6.5 per cent. Unlike the others, it had a large number of spots – 14, in fact – pushing a number of titles across Wii U and 3DS, although Zelda's new 3DS outing claimed the lion's share.
Mobile publisher Seriously Digital Entertainment finished fifth with its two ads for Best Friends.