The one thing I found interesting, is that Wii Musics TV ad was rated the highest. Personally I thought it was a brilliant ad, but it didn't convince me to buy the game.
Also, I thought this was interesting as it gives us some insite on how much is spent on ads.
Television ad budgets evaluated ranged from $1.4 million to $7.3 million. Print budgets ran from $200 thousand to $1.4 million.
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Phoenix Marketing International's Audit of Game Publishers' Ads that Ran in 2008's Fourth Quarter Shows High Spending Not Always the Key to Purchase Consideration
Somerset, NJ – February 19, 2009 – Phoenix Marketing International’s Travel and Leisure Division announced that its Video Game Advertising Performance Index (AdPi) Audit™, conducted in January 2009, showed that Nintendo was the only video game publisher whose advertisements in the fourth quarter of 2008 earned above average AdPi scores for effectiveness and impact in all three media categories – print, television, and digital – studied.
The Phoenix AdPi Audit combines brand performance, advertising performance, and copy testing. This latest one measured consumers’ reactions to 30 ads that were in-market from October through December 2008. The ads were from top video game publishers such as Activision, Disney Interactive, Electronic Arts, Microsoft, MTV Games, Nintendo, Sony and Ubisoft.
The highest-rated ads were:
• For TV, Nintendo’s Wii Music; and Activision’s Call of Duty: World at War
• For print, Nintendo’s Wii Fit; Disney Interactive’s Disney Think Fast; and MTV Games’ Rock Band 2
• For digital, Nintendo’s Wii Music; Activision’s Call of Duty: World at War; and Ubisoft’s The Price is Right
Consumers were asked if they would purchase the game, if the ad was worth seeing again, and if the ad was inspiring or worth talking about. AdPi scores show each ad’s strengths and weaknesses, which were evaluated against the respective ads’ objectives. The AdPi approach factors in actual ad spending to help companies determine overall in-market ad impact and success.
David Pluchino of Phoenix Marketing International’s Travel and Leisure Practice pointed out that high ad spends did not always translate into significant increases in purchase consideration. Spending levels in the media categories varied widely. Television ad budgets evaluated ranged from $1.4 million to $7.3 million. Print budgets ran from $200 thousand to $1.4 million.
“As we all know, significant resources are required to develop advertising in the competitive video game software market. Our AdPi Audit allows a publisher to test ads before spending of millions on media buys,” said Pluchino.
“In today’s economic climate of layoffs and studio closings, it imperative to understand how well your advertising is performing, both for your own video games and relative to other competitive games in the market,” he added.
