INDUSTRY AD MONITOR
We look at recent TV advertising activity for games and video games’ total share of all TV campaigns
WEEKLY MARKET DYNAMICS: YEAR-ON-YEAR CHANGE IN MEN 16 TO 34 TVRS MARCH 27th TO AUGUST 14th, 2010 VS 2011
nGames and consoles TV advertising last week recovered from its lowest point year to date, recording 256 Men 16 to 34 TVRs. This is in line with 2010’s advertising pressure of 259 TVRs.
nThere were almost twice as many campaigns on air (15 vs eight) in 2011 compared to the same week in 2010. However, each was backed with around half the number of TVRs (17 vs 32).
n Even the launch of Deus Ex failed to stimulate growth. The campaign registered 46 TVRs in its first week, down on last year’s market leader: Art Academywith 60 TVRs. However, Deus Exads only began airing on August 12th. So despite only airing for three days, it was the most advertised title during the week ending August 14th.
WEEKLY MARKET DYNAMICS: HOW MUCH GAMES AND CONSOLES ADVERTISING DO WE REALLY SEE?
5.0% 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0%
4.5% 4.2%
nGames and consoles advertising is extremely competitive. There have been over 100 campaigns this year, a figure set to rise sharply with a number of big launches due this Autumn and Winter.
2.7% 2.1% 1.9% 1.3% 1.2% 1.1% 0.8% 0.7% 1.4% 1.2% 1.7% 1.5% 1.6% 1.3% 1.4% 1.2% 1.2% 2.0%
nThe graph (left) demonstrates what percentage of all TV advertising, by month, games and consoles advertising accounted for. In 2010, only two per cent of all TV advertising was for games and consoles. This peaked at Christmas, but even in December 2010 it only accounted for 4.5 per cent.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Full Year 2010 Games & Consoles Advertising as a Percentage of All Advertising 2011 Games & Consoles Advertising as a Percentage of All Advertising
nExposure in the first half of 2011 has been higher than 2010. Although this fell across June and July, the launch campaigns planned for Autumn and Winter should ensure that exposure levels exceed last year’s.
MCV GameTime is provided by Generation Media. 0207 255 4650 l
www.generationmedia.co.uk
12 September 2nd 2011
www.mcvuk.com
Games and Consoles Advertising as a Percentage of All Advertising (30-second TVRs, All Individuals)
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 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60