In fact, nearly half spend at least an hour each time he sits down to play.Ĭommenting on the research, Dowling added, "Our research supports the idea of video game audience measurement. The average male gamer plays videogames about 5 times per week, and spends at least 30 minutes doing so each time he sits down to play. Survey Reveals Video Gaming and Television Viewing Behaviors in Nielsen HomesĪccording to the Activision/Nielsen Entertainment survey, a full three quarters of Nielsen television households with a male 8-34 own a video game system. Nielsen Entertainment plays a pivotal role in helping our entertainment clients make better business decisions and market their products more effectively." "It is a natural extension of the services we already provide to the film, television, video, music and book industries. "Nielsen Entertainment is committed to the growth and development of the video game and interactive entertainment industry as well as assisting our clients in optimizing their revenue potential," said Andy Wing, Chief Executive Officer of Nielsen Entertainment. "By partnering with Activision and other industry leaders, we are creating the measurement and analytical tools that will further enhance the interactive space," said Michael Dowling, General Manager, Nielsen Interactive Entertainment.ĭowling added, "In-game measurement of product placement is the next frontier and no company has the expertise to bring this service to market like Nielsen Entertainment." Kotick continued, "Additionally, the need for a metric to measure in-game advertising is particularly great as we are beginning to see older male gamers 18-34 defect from TV." Given the tremendous popularity of the medium, we wanted to take a leadership position in generating a standardized method to measure advertising metrics in video games." In-game advertising is persuasive, as one-third of respondents say in-game ads help them decide which products to buy.īobby Kotick, Chief Executive Officer of Activision, said, "The video game industry is one of today's fastest growing entertainment businesses today, and videogames will soon be as mainstream an advertising medium as television.Perceptions of in-game advertising are quite positive, with heavy gamers having the most positive impressions.In-game ad recall is significant, with over one quarter of active gamers recalling ads from the last game they played.Video gaming does not appear to be affecting TV viewership among younger male gamers 8-17.TV viewership among male gamers aged 18-34 appears to be slightly less than men aged 18-34 in general.Three-quarters of Nielsen TV households with a male between ages 8-34 own a video game system.Survey interviews were conducted from February 10 - 19, 2004. Television Households." The study, which surveyed nearly one thousand young men and boys between the ages of 8 and 34 from a nationally-representative sample of Nielsen TV households about their video game playing and television viewing habits, is the most comprehensive of its kind to date. The two companies announced the new initiative today at a press briefing at the Museum of Television and Radio in New York City.Īctivision and Nielsen Entertainment also released today the results of a major research survey titled, "Video Game Habits: A Comprehensive Examination of Gamer Demographics and Behavior in U.S. The new initiative will provide tools for advertisers to effectively measure everything from ad exposure to demographics to audience recall when it comes to video game use. Santa Monica, CA - ApActivision (Nasdaq: ATVI) today announced it will team with Nielsen Entertainment to develop a new initiative that, for the first time, will allow video game companies to supply advertisers with audience measurement metrics to help them assess the impact of in-game ad exposure. Activision And Nielsen Entertainment Team To Provide Advertisers With Standardized Measurement Metrics For Video Game Audiences 19.6 KB
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