An upbeat start to 2012 has seen games and consoles TV advertising increase 28 per cent year-on-year.
This growth has been stimulated by six extra campaigns compared to 2011 (22 versus 16).
Health and fitness related titles have contributed the lion's share of 2012 activity, with five games on air compared to just two in 2011.
Nintendo has been the most active advertiser, with 233 TVRs (34 per cent market share). But Microsoft is close behind with 190 TVRs (27 per cent market share).One TVR is equivalent to one per cent of a target audience.
The largest campaign of 2012 so far has been for Nintendo's 3DS, amassing 106 TVRs, 15 per cent of the total market. EA Sports Active 2 was the top campaign for the same period last year.