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Nintendo increased TV advertising spend to counter Spider-Man release


By John Glenday | Reporter

September 11, 2018 | 2 min read

Nintendo has dominated an analysis of video game television advertising spend through August with an estimated budget of $6.2m for the month, up on the $5.8m spent in July, to sail past Sony’s own marketing spend which was dedicated to a new PlayStation Spiderman title.


Nintendo ranked first for TV advertising spend through August

This increase was sufficient for Nintendo to claim a 24.8% share of total spend, as it pumped serious firepower into promoting the launch of the popular Fortnite title on its Switch console, placing it well ahead of PlayStation’s 15.8% share. In third place FoxNet Games held tight with a consistent PR budget at 14.4% while Niantic claimed fourth spot on 12.2% after pushing Innogames down into fifth position at just 10.5%.

The rankings were compiled by GamesBeat and, a real-time ad measurement company, by analysing more than eight million smart TVs to rank the top five gaming brands in order of their estimated spend on national television campaigns.

Gaming advertising in its entirety totaled £24.9m in August, well up on the $18.3m splashed out in July, with 32 individual brands running 61 commercials no less than 15,200 times – enough to generate over 2.2bn ad impressions.

Nintendo is pulling out all the stops to make its Switch console a success, including a prestigious slot during last year's Super Bowl.

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