PlayStation leads again, but Xbox rises in October's $102.3 million gaming TV ad spend – VentureBeat

It’s the fall, and with it comes the end-of-the-year rush of big games. And as Microsoft and Sony ramp up their years-long fight for your attention, they’re spending a ton of bucks, too, accounting for 60 percent of October’s ad spend.

GamesBeat has partnered with iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than seven million smart TVs, to bring you a monthly report on how gaming brands are spending. The results below are for the top five gaming industry brands in October, ranked by estimated national TV ad spend.

The gaming industry upped TV ad budgets again in October, to a whopping estimated $102.3 million from $61.4 million in September. Once again PlayStation took the lead, while Xbox bulked up its budgets and newcomer Ubisoft joined the ranks. In total, 36 brands ran 149 spots over 24,300 times, generating 4.8 billion TV impressions.

PlayStation led the way with an estimated spend of $33.3 million on 19 spots that aired over 4,500 times and received 1.2 billion ad impressions. “FIFA 18: El Tornado,” featuring Cristiano Ronaldo and James Harden, was the ad with the biggest spend — an estimated $5.7 million. The brand prioritized budget to networks including ESPN, Fox, and Adult Swim, and programming such as NFL football, college football, and NBA basketball.

Xbox greatly increased its spend this month, up from September’s $7.1 million to $29.8 million. The brand aired 10 spots over 3,600 times, generating 1.1 billion TV ad impressions. The Xbox spot with the biggest budget (est. $10.2 million) was “Feel True Power,” with music from Kanye West. Once again the company went after a sports-loving crowd, with budget prioritized toward NFL football, college football, and the 2017 World Series. The top networks that Xbox spent on included Fox, ESPN,

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