INDUSTRY AD MONITOR MCV GameTime
We look at the latest advertising activity for video games on TV, plus the biggest campaigns aimed at men WEEKLY MARKET DYNAMICS JANUARY 1ST TO JUNE 27TH, 2010 VS 2011
250%
150% 200%
100% 83% 50% 25% 7%
-50% 0%
-150% -100%
-94% 53% 41% 21% 5% 16% -2% -24% -20% -44% -51% 35% 43% 37% 30% 32% 13% 29% 98% 109% 208% 175% 111%
800 900
100 200 300 400 500 600 700
Men Year-on-year change in Male 16 to 34 TVRs
■ Games and Consoles UK TV advertising pressure against men aged 16 to 34 decreased at the end of June, with the market experiencing two consecutive weeks of year-on- year decline for the first time in 2011.
■Last week we saw that the week ending June 19th was in eight per cent decline year-on-year. We can now see that this week finished with a greater decline than originally analysed, finishing 24 per cent down year-on-year.
2011 Male 16 to 34 TVRs
■ A lack of big releases has driven this decline. Activision’s Transformers: Dark of the Moon(66 TVRs) was the biggest new entry, but it was Nintendo’s Zelda: Ocarina of Time 3D (89 TVRs) that topped the advertising charts for the third consecutive week.
Rank Campaign 1 2
Pokémon Black & White(Nintendo) Art Academy(Nintendo)
3 My First Wii (Nintendo) 4 Nintendo 3DS (Nintendo) 5 6 7
8
Nintendogs + Cats(Nintendo) Just Dance 2(Ubisoft)
Wii Fit Pluschallenge (Nintendo) Michael Jackson: The Experience(Ubisoft)
9 uDraw Game Tablet (THQ) 10
■ Up to the June 26th 2011 there have been 103 TV advertising campaigns within the games and consoles market. Advertising against
Zelda: Ocarina of Time 3D(Nintendo)
Individual TVRs
847 586 526 515 434 381 325 320 302 294
adults and children (individuals) has been accounted for in the table, as different campaigns will have very different targets. These figures can be
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10 July 15th 2011
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Weeks on air
8 8 4 9 6 6 4 7 4 5
Average TVRs pw
106 73
132 57 72 63 81 46 75 59
Market share of voice 2011
6.6% 4.5% 4.1% 4.0% 3.4% 3.0% 2.5% 2.5% 2.3% 2.3%
measured against a variety of audiences, and will be adapted when measuring different genres. For example, men aged 16 to 34 would be the most
■ Despite the recent decline in TV advertising activity, the market is still demonstrating strong growth year-to-date of 29 per cent. This has fallen from 32.5 per cent up to June 19th.
TOP ADVERTISING CAMPAIGNS AIMED AT MEN AGED 16 TO 34 JANUARY 1ST TO JUNE 26TH 2011
appropriate audience when studying the FPS market.
■ Games and console campaigns have averaged three weeks on air, averaging 36 individual TVRs per week. In 2010, there were 82 campaigns in the same period (20 per cent less than 2011). These averaged four weeks on air (33 per cent more than 2011), averaging 37 TVRs per week (+3 per cent).
■ Nintendo have dominated the Games and Consoles TV advertising market in 2011, recording a 48 per cent
overall share of voice. This has resulted in seven (of 31) of Nintendo’s campaigns featuring in the top 10.
■ Ubisoft was the No. 1 advertiser of dance games, with two titles in the Top Ten. Just Dance 2was the top advertised non-Nintendo title.
■ THQ was the only other advertiser to place in the Top Ten through their heavily backed uDraw tablet. This strategy resulted in the device claiming the No.1 spot in the advertiser rankings for the week ending March 13th 2011.
16 to 34- year-old TVRs
Year-on-year change in male 16 to 34 TVRs
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 26 Jun ‘11 vs 27 Jun ‘10 Year-to-date
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