From October 19 to Nov. 15, Sony spent $15 million on ads for its PS5, while Microsoft spent about $5 million on ads for the Series X, according to a new report from advertising and sales intelligence platform MediaRadar, which analyzed ad spend across print, TV and digital.
The report found that Sony spent about $7.3 million up to the day of launch, while Microsoft spent about $3 million. Although competitor Nintendo did not release a new console, the report found that it too increased its ad spend. From Nov. 2 to Nov. 15, Nintendo’s ad spend was 138% higher than the previous two weeks.
Thanks to those three category leaders, Todd Krizelman, CEO and founder of MediaRadar, says the two-week period at the start of November (Nov. 2 to Nov. 15) was the most active for the video gaming category in terms of ad spend so far in 2020. Overall, the video game industry spent more than $45 million on ads, up 80% year-over-year.
Sony spent three times as much on ads around the launch of its PS5 than Microsoft did on its Xbox Series X | Ad Age
The two-week period ahead of the console launches was the video gaming category’s most active in 2020.