INDUSTRY AD MONITOR Introducing MCV GameTime
In a new weekly feature, we look at the overall advertising activity for video games on TV WEEKLY MARKET DYNAMICS JANUARY 1ST TO JUNE 19TH, 2010 VS 2011
-200% 208% -150% -100% 50% 53%
-50% 0%
-100% -150% 25% 7% 21% 5% 41% 16% 98% 83% 35% 43% 37% 30% -2% - 50% -94% -44% -51% 32% 13% -8% 32.5% 109% 111% 175%
100 200 300 400 500 600 700
Men
16 to 34 TVRs
Year-on-year change in Male 16 to 34 TVRs
This chart illustrates the monthly percentage difference in UK TV advertising pressure (on men 16 to 34 TVRs) within the Games & Consoles market 2011 Vs 2010.
The images above the chart represent the top campaign from each week. If the growth is positive, the campaign shown is from ‘11. If it’s negative, then the campaign shown is from 2010.
2011 Male 16 to 34 TVRs
The strength of the games and consoles TV advertising market in 2011 has resulted in there being just six weeks of decline out of 25.
Nintendo’s strategy to heavily back their campaigns has been rewarded with the top advertising spot for eight of the 25 weeks in 2011 thus far.
MONTHLY MARKET DYNAMICS JANUARY 1ST TO JUNE 19TH, 2010 VS 2011
10 20 30 40 50 60 70 80
-10 0
-4.1% Jan
64.6% 54.1%
From January 1st to June 19th, TV advertising to men aged between 16 and 34 has increased by 32.5 per cent year-on-year.
31% 24.5% 5.5% 32.5%
There have been 18 per cent more TV campaigns on air (94 vs 80) in 2011 than 2010. On average, each campaign has been backed 14 per cent more heavily than in 2010 (117 TVRs vs 103 TVRs).
Feb Mar Apr
MCV GameTime is provided by Generation Media. 0207 255 4650
www.generationmedia.co.uk
12 July 8th 2011
www.mcvuk.com May Jun YTD
2011’s growth was initially slow, but was stimulated in March by the long anticipated launch campaign of the
Nintendo 3DS (285 TVRs). The launch campaigns of uDraw (281 TVRs), Pokemon Black & White (275 TVRs) and Homefront(225 TVRs) were also instrumental in driving the year-on-year growth.
June has continued 2011’s trend of growth, although slightly below the overall rate of growth. The launch campaign of Nintendo’s The Legend of Zelda: Ocarina of Time 3D(231 TVRs) has driven much of this growth, with 19 per cent market share of voice.
Some of this year’s big shooters seem to have had similar launches. Brink, Dead Space 2 and Homefronteach spent two weeks as the most advertised games at launch.
800 900
Year-on-year change in male 16 to 34 TVRs
02 Jan ‘11 vs 03 Jan ‘10 09 Jan ‘11 vs 10 Jan ‘10 16 Jan ‘11 vs 17 Jan ‘10 23 Jan ‘11 vs 24 Jan ‘10
30 Jan ‘11 vs 31 Jan ‘10 06 Feb ‘11 vs 07 Feb ‘10 13 Feb ‘11 vs 14 Feb ‘10 20 Feb ‘11 vs 21 Feb 10
27 Feb ‘11 vs 28 Feb ‘10 06 Mar ‘11 vs 07 Mar ‘10 13 Mar ‘11 vs 14 Mar ‘10 20 Mar ‘11 vs 21 Mar ‘10
27 Mar ‘11 vs 28 Mar ‘10
03 Apr ‘11 vs 04 Apr ‘10 10 Apr ‘11 vs 11 Apr ‘10 17 Apr ‘11 vs 18 Apr ‘10
24 Apr ‘11 vs 25 Apr ‘10 01 May ‘11 vs 02 May ‘10 08 May ‘11 vs 09 May ‘10 15 May ‘11 vs 16 May ‘10
22 May ‘11 vs 23 May ‘10 29 May ‘11 vs 30 May ‘10 05 Jun ‘11 vs 06 Jun ‘10 12 Jun ‘11 vs 13 Jun ‘10
19 Jun ‘11 vs 20 Jun ‘10 Year-to-date
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52