Dunno how it is in the UK, but in the US I'd say MH3 has had similar levels of advertising and most big Capcom HD projects (DMC4, RE5, SF4, Bionic Commando, Dark Void). Impressive, and a first for Wii really, but not exactly out of the ordinary compared to HD games.
Capcom's biggest promoted game here this gen was easily Lost Planet 1, though that had $20 advertising cash infusion from Microsoft directly.







