Ad-ology: TV ads still important to gamers
Ad-ology Research conducted a study on how media may influence consumer choices, and they found that despite the dominant influence of online advertising, the good o’l tube is still quite relevant for today’s gamers. Figures and findings in the full article.
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:
- Compulsive gaming a social problem, not a medical one
- EEDAR clarifies: only 4% of games that start production make a profit
- Save energy, save money: PS3, Xbox 360, Wii energy consumption put to the test
- Police investigate: video games deteriorate real-life driving skills
Via Game Daily
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