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 21st, 2010 VS 2011
250%
150% 200%
100% 50%
-50% 0%
-100% 43% 37% 30% -2% -24% -20% -51% -45% -46% -43% 32% 13% 34% 16% -1% -3% 41% 21% 208% 175% 111%
800 900
100 200 300 400 500 600 700
n Games and consoles TV advertising recovered from its lowest point year to date (week ending August 7th), but there was still a drop in total TVRs year on year; recording 294 Men 16 to 34 TVRs compared to 2010’s 304 TVRs. One TVR equals one per cent of a target audience.
n There was almost the same number of campaigns on air (11 vs 12) in 2011 compared to the same week in 2010. Each backed by nearly the same amount of average TVRs.
nDeus Exdrove the market this week registering 146 TVRs of the total 294 TVRs; a big growth from the 46 TVRs delivered on the game’s launch week.
Year-on-year change in men 16 to 34 TVRs 2011 men 16 to 34 TVRs
n However, Deus Exads only started on Friday, August 12th.
WEEKLY MARKET DYNAMICS: HAS THERE BEEN A CHANGE IN TIME LENGTHS USED WITHIN THE GAMES & CONSOLES MARKET FROM 2010 TO 2011?
JANUARY 1st – AUGUST 21st 2010 Male 16 – 34 EQ. TVRS
JANUARY 1st – AUGUST 21st 2011 Male 16 – 34 EQ. TVRS
n In 2010 and 2011, games and consoles advertisers used a variety of different time lengths ranging from 10 seconds to 174 seconds. Each pie chart is based on male 16 to 34 equivalent TVRs for the period January 1st to August 21st 2011 vs 2010.
n In 2011, there is evidence of advertisers moving away from the shorter 10 second time lengths in order to utilise the longer 30-second and 60-second commercials. Although there has also been a five percentile point drop in the use of 40-second commercials year-on-year.
n The category ‘Other’ relates to the following time lengths – two, four, 15, 170 and 174 seconds. Sega used the latter for the launch of Alien vs Predatorback in February 2010.
n There is not a great deal of evidence of advertisers year-to-date utilising time lengths longer than 60 seconds. However, it will be interesting to monitor this autumn and winter campaigns’ use of the longer time lengths to generate publicity around the manifold number of high profile product launches in the last quarter.
MCV GameTime is provided by Generation Media. 0207 255 4650 l
www.generationmedia.co.uk
14 September 9th 2011
www.mcvuk.com
Year-on-year change in men 16 to 34 TVRs
Men 16 to 34-year-old TVRs
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
4 Ju1 ‘11 vs 3 Jul ‘10
10 Jul ‘11 vs 11 Jul ‘10 17 Jul ‘11 vs 18 Jul ‘10
24 Jul ‘11 vs 25 Jul ‘10 31 Jul ‘11 vs 1 Aug ‘10
7 Aug ‘11 vs 8 Aug ‘10 14 Aug ‘11 vs 15 Aug ‘10
21 Aug ‘11 vs 22 Aug ‘10 Year-to-date
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