I think Sony waited too late to release the Kevin Butler Killzone 3 commercials. Sony didn't even release those commercials until couple of days before game release. I'm just now seeing Killzone 3 commercials on mainstream TV (ESPN during NBA games or primetime sitcoms on ABC/CBS/NBC/FOX) 2 weeks after release. Did that contribute to somewhat disappointing opening week sales (not matching Killzone2)? Some of my PS3 friends (Killzone 2 friends) were unaware that Killzone 3 had already came out.
I hope Uncharted 3 is advertised on primetime television at least a month before release.