Top five kids gaming sites’ share of TV ad market

Children’s social gaming sites such as Moshi Monsters accounted for almost ten per cent of all video game TV advertising last month.

From January 1st to 22nd 2011 there were just two of these sites advertising on UK TV, Moshi Monsters and Fight My Monster.These accounted for 5.9 per cent, or 45.7 TVRs, of all games and consoles TV advertising. In terms of children’s TVRs, this share increases to 24 per cent.

As the chart below demonstrates, from January 1st to 22nd 2012, activity in this sector has increased year-on-year. Five sites have been on air in 2012, which have accounted for 9.8 per cent of all games and consoles TV advertising. In terms of children’s TVRs, this share increases to 36.7 per cent. A TVR represents one per cent of a target audience. It can go over 100 if some viewers watch the same ad twice.

Overall, TV advertising in this market has risen 114 per cent (and 136 per cent in terms of children’s TVRs). This is well ahead of the games and consoles growth figure of a healthy 30 per cent, or 55 per cent in terms of children’s TVRs.

Supplied byGeneration Media