Games and consoles TV advertising at five-year low?

This week we review the current state of the games and consoles TV advertising market in 2012 so far, in comparison to the previous five years.

The lines represent TV activity, benchmarked against 2008. The bars represent the year-on-year percentage change in activity (2012 vs 2011).The analysis does not make good reading, with 2012’s current TVR levels at a five year low. One TVR represents one per cent of a target audience.

The outlook appeared to be very different in January though, when TV activity was actually at its highest point in the past five years (and joint with 2010).

From January to March 2012, games and consoles individual TVRs are seven per cent lower than in 2008, the previous lowest total. That’s despite 2012 producing 56 campaigns, compared to just 52 in 2008.

2011 produced the largest amount of TV activity in the last five years, so the year-on-year comparison makes for the most startling reading. Year-to-date, TV activity is down by 40 per cent, with March producing the most dramatic decline of 65 per cent.Next week we’ll compare games with other markets.

Supplied byGeneration Media