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IS IT EVER TOO EARLY TO TV ADVERTISE? GameTime compares the TV ad campaigns for the biggest releases of the past 12 months


35 30 25


20 15 10 05 00


30 22 21 16 16 15 13 8 Motorsport 5 Forza


Call of Duty: Ghosts


LAST week saw Watch Dogs break the Ubisoft record for Day One sales. We analysed the timing of TV ads behind some of the biggest triple-A properties of 2013 to 2014. Following a string of delays, TV advertising for Watch Dogs kicked off two weeks before its May 27th


FIFA 14 Watch Dogs Dead Rising 3 Assassins Creed IV


release date, which is in line with the average period prior to release across the titles analysed here. But there are extreme cases,


with Forza 5 running 30 days of TV advertising prior to launch. Interestingly, both Infamous: Second Son and Titanfall were


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GTA V


Infamous Second Son


on air for a shorter period of time. Despite being on air only three days prior to release, Titanfall recorded double the amount of individual TVRs that Call of Duty: Ghosts did across their fi rst week in stores. Ranked the No.1 and No.2 best-selling games of 2013


8 3 Battlefi eld 4 Titanfall


respectively, GTAV and FIFA 14 adopted diff erent TV strategies with the former starting seven days later than the latter. There was a 14-day disparity between COD: Ghosts and Battlefi eld 4 in terms of campaign length prior to launch.


DAYS TV ADVERTISED IN ADVANCE OF RELEASE


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June 6th 2014


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