Sony spent more to advertise the PS4 than Microsoft did for the Xbox One

Have you noticed more TV ads for Xbox One or PlayStation 4? According to research firm iSpot chances are it’s the PS4, as Sony has been spending a lot more money than Microsoft on TV ads this year. According to iSpot, Sony spent $59 million on PlayStation TV ads through the end of May 2014, whereas Microsoft spent $34.7 million on Xbox TV ads during the same period. Both companies focused on the same channels, spending the majority of that cash on FOX, ESPN, and Comedy Central. Microsoft also advertised on AMC and TBS, while PlayStation also advertised on Fox Sports 1 and TNT. iSpot’s data, which accounts for the number of times an ad was aired, viewed online, and the number of social interactions it generated, shows that PlayStation’s “Greatness” TV spot was Sony’s most effective ad. For Microsoft, Xbox’s “All-in-One” ad was the most effective.

The video game industry has spent $226.5 million on TV commercials in the first five months of the year, according to research firm iSpot, dominated by PlayStation and Xbox. Both companies have released eight TV ads so far in 2014. Through the end of May, PlayStation has spent $59 million on national TV placements this year, iSpot said. The brand’s commercial spending has been focused on networks such as Fox, ESPN and Comedy Central during programs like NBA basketball and SportsCenter. PlayStation’s most digitally effective spot, according to iSpot, so far this year is the “Greatness” ad. That spot, which features scenes from some of the brand’s top games, aired 1,058 times on national TV since its March debut and has an estimated ad spend of $9 million, iSpot said. “Greatness” has received more than 2.5 million online views and more than 17,000 social actions, including tweets, likes and shares. As a brand, PlayStation’s generated more than 7.4 million digital actions, or 19% of all digital engagement in its category this year. Xbox, meanwhile, has spent $34.7 million on TV commercials through the end of May, iSpot said. The brand’s commercial spending has been concentrated on networks such as Fox Sports 1, Fox and Comedy Central. The brand’s most digitally effective ad year-to-date is its “All-in-One” spot, which shows off everything the new Xbox One entertainment system can do. The commercial aired more than 1,300 times on national TV since its January debut and has an estimated ad spend of $12.1 million, according to iSpot. The ad has also amassed more than one million online views and more than 6,000 social actions.

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