UK SOFTWARE SALES MONITOR Your weekly guide to the UK games software market
Total UK Software Sales WEEKLY MARKET VALUE:
£48.7m No. 1
Week ending December 1st 50 £89.65m 25 0
The launch of the Wii U and Far Cry 3added some modest growth to the software market this week, with the market up nine per cent on the week ending November 24th.
Wii U software accounted for about £3.5m of that. That’s about the same amount as the Wii, so for now, it has doubled home console share for Nintendo.
2,465,242 units
£44.4m
1,515,421 units
Week Ending November 17th
Week Ending November 24th
Nintendo Landwas the best-selling Wii U title, reaching No.11 in the All Formats chart.ZombiUwas the best performing third- party game, debuting at No.17.
£48.7m
1,698,581 units
Week Ending December 1st
Despite the arrival of 24 Wii U games on the market, Call of Dutycomfortably held the No.1, even beating out Ubisoft’s new Far Cry 3, which debuted at No.2.
DOWN
Hitman: Absolutionsales were down 50 per cent week on week
UP Wii
software sales were up 36 per cent as Wii U arrived
100 Source: UKIE/Chart–Track and Intent Media 75
HOW MUCH WII U TV ADVERTISING HAVE U SEEN? Generation Media explores the reach of Nintendo’s Wii U ads
100 90 80 70 60 50 40 30 20 10 0
25-Oct-12 26-Oct-12 Cumulative HWCH TVRs
NINTENDO has unquestionably been the dominant power within the games and consoles TV advertising market in 2012. Year-to-date (up to November 18th), Nintendo have accounted for 24 per cent of all games and consoles Individual TVRs. One TVR equals
27-Oct-12 28-Oct-12 29-Oct-12 Cumulative HWCH One Plus Coverage
one per cent of a target audience. To put this into perspective, Sony and Microsoft between them control 19 per cent (although their target audiences are likely to have been more expensive to reach). TV advertising for Wii U began teasing consumers in late October,
8 December 7th 2012 www.mcvuk.com 30-Oct-12 31-Oct-12 Cumulative HWCH Four Plus Coverage
and between October 25th and 31st, 88 ‘Housewives with Children’ (HWCH) TVRs were achieved. This placed it fifth in games and consoles with a nine per cent share of voice. Spots were placed during high- rating shows delivering large family audiences, such as The X Factor,
60 50 40 30 20 10 0
Coronation Streetand The Pride of Britain Awards. The X Factorspot alone achieved 20 HWCH TVRs (October 27th), reaching around 6.9 million individuals.
High-rating spots are effective coverage drivers at the One Plus level (those who have seen the ad at least once). They attempt to create the fabled ‘water-cooler moments’, and within one week of TV advertising allowed Nintendo to reach approximately half of all HWCH.
These spots come at a price, however, meaning budgets are used up quickly. Repeat viewings are therefore unlikely as fewer spots are bought, and this has resulted in the campaigns being seeing by less than five per cent of all HWCH at the Four Plus level (those who have seen the ad at least four times).