Ad-ology: TV ads still important to gamers |
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Ad-ology Research conducted a study on how media can influence consumer choices. The result, they found that despite the emphasis of the gaming industry on online advertising, traditional media, such as the TV, still rings strong as an avenue for ads.The predominant thinking is that gamers don't watch as much TV anymore, but according to Ad-ology's survey with 1,105 adults this August, 70% of recent game buyers reported either "some" or "significant" influence from television, compared to the 54% that reported influence from online ads.
In addition, almost half of the 18-24 year old consumers purchased game products recently. 84.9% of this group reported that they were influenced by TV ads, and only 64.6% said they were influenced by online videos.
Magazines are not out of the competition as well, seeing as 57.5% of 18-24 year old recent buyers were influenced by magazines. This number is greater for the 25-34 age range, with 68.3%
"Gamers want to see new releases in action before they buy, and online video is an effective way to show actual gameplay," said C. Lee Smith, president and CEO of Ad-ology Research. "Video game marketers should be careful not to write off traditional media in favor of online marketing, as a large percentage of gamers are still influenced by television and magazines," he added.
Traditional tri-media advertising may still be influential, but they still pale in comparison with the manufacturer sites, which influence nearly 70% of buyers.
I can't remember a time when I actually turned to the TV for gaming purchases. Sure, there are a lot of gaming shows on TV, but the Internet still reigns as the most-updated and most-informative source, thus the only influence I can credit. Maybe that's just me, because I'm with QJ? But really, even during my non-QJ days, the TV was never a contributing factor when it came to getting games. What about you guys?
Learn more from these studies and surveys:
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Comments [refresh]
Not to me they're not. I haven't seen a game advert on TV for... well since the summer with that Vernon Kay DS ad. I don't know if advertising is below me but I'm not going to be wowwed by some video clips, since my tastes differ so much from the mass market (I find GoW a mindless gunfest with the direst of plots, and Halo 3 utterly predictable and recycled).
I need to play the game to be excited by it or for it to have a proper pedigree... A Nintendo platform or fighting game, a Square or Namco RPG, a Valve FPS. But the internet helps. If a game gets destroyed online then I won't even look twice at it.
I havn't seen a TV ad in over 5 years....so F*CK you advertising companies.....and VIVA LE INTERNET/BT
Although I know not everyone downloads all their shows/movies , advert free...but most of my friend do and more and more ppl are starting to....
get excited when i see a game advertisement on tv. It lets me know that the makers are legit, and its not some half a$$ed bull***** game.
Of course, I always check reviews for a game once i hear about it...
I'm pretty much immune to advertisements. Instead I rely on non-corp influenced reviews and friends who managed to get on closed betas to let me know whats good thats coming out. Otherwise I download and try the demo. No demo or word from my social networks means no buy. Simple as that. Too many games are marketed with too much pre-paid hype because 90% of the games out there suck or have very little appeal. Quite a few games are not even worth downloading the ISO of. If they want better sales, make better more affordable games.
Ya I haven't seen any gaming ads in a very long time! the only ads I have seen are 360 ACK!!
I usually find information on games online that helps me to determine game purchases. I only purchased one game thatw as advertised on TV and only because the game I read about online sounded like the type of game I would enjoy.
There's so much crap on TV, and so many other toys for me to play with that I almost never watch any TV. So ultimately TV advertising doesn't sway my decision in anything.
Personally demos are the biggest tipping factor for me. There are games that I've pre-ordered immediately after playing the demo.
80% of the news I follow every day is game based, so I know when games are coming out well before most of the advertising even starts showing up. But online video is the a big help as well. Actual game play is big as ultimately that's what you're doing.
But all the crap on TV encourages me to play more games, so no TV means no commercials for me!