INDUSTRY AD MONITOR
We look at recent TV advertising activity for games and how timing can affect a campaign’s success
WEEKLY MARKET DYNAMICS: YEAR-ON-YEAR CHANGE IN INDIVIDUAL TVRS APRIL 25th TO SEPTEMBER 11th, 2010 VS 2011
The Autumn/Winter period is up and running, with five titles launching TV campaigns during the week ending September 11th.
This influx of new releases produced a 125 per cent year- on-year increase in the number of brands on air (18 vs. eight). This contributed to a 166 per cent increase in the number of individual TVRs. One TVR equals one per cent of a target audience.
The largest campaign of the week was for Nintendo’s Star Fox 64 3D, amassing 87 individual TVRs (14 per cent market share).
Other new campaigns of note helping to drive the year-on-year growth included Dead Island(22 TVRs), Warhammer 40,000: Space Marine(61 TVRs) and Gears of War 3(68 TVRs).
LAUNCHING A SUCCESSFUL MEDIA CAMPAIGN: IS TIMING EVERYTHING?
The launch date of a TV campaign needs to be carefully considered to either coincide with product launch, or to create pre-release awareness. This week, we look at the approach of three different campaigns.
The launch of Gears of War 3’s TV campaign coincided with the Champions League’s return – perfect for targeting young males.
Dead Island has been a runaway success at trade. In contrast to Gears, the heaviest day of TV ads was the Friday after release. Something for the weekend?
Nintendo began advertising Star Foxdays before launch. Curiously, the heaviest advertising occurred two days before release, with the following day yielding the lowest TVR percentage.
MCV GameTime is provided by Generation Media. 0207 255 4650
www.generationmedia.co.uk
20 September 30th 2011
www.mcvuk.com
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