作者：James Brightman

随着社交媒体和病毒性市场的发展，有人可能会好奇电子游戏的高预算电视广告的价值是怎样的，并且根据数据显示，我们会发现大型发行商的电视广告投入不断增加。来自iSpot.tv的全新报告显示，去年游戏公司在电视广告的投入增加了47%，即将该媒体的总价值增至6.3亿美元。从报告中我们还可以看到65个品牌出现在美国全国电视中406个不同频道上超过25万次，这比2014年只有52个品牌出现于298个不同频道上并花费4.274亿美元去运行15.45万次有了更大的提高。

data by iSpot.tv(from gamesindustry)

任天堂的电视广告最多，有49支，但是在广告投入上Machine Zone当仁不让，共投入了9270万美元。他们更是为《战争游戏》邀请到了Kate Upton作为代言人，所以他们在此的投入几乎占据了2015年整个产业开支的10%。Machine Zone在全国不同电视频道中创造了5种不同的电视版本，即为该媒体贡献了大概6100万美元。

top video game tv ad(from gamesindustry)

然而如果算的是一天在广告中开支最大的公司当属Supercell，这是唯一一家一天便贡献了300万美元的公司—-即在超级碗和NBA总决赛期间为《部落战争》所投入的广告。纵观一整年，Supercell共运行了29个商业广告并为电视媒体创造了5980万美元的价值。

在传统的AAA级产业中，动视在电视广告上的投入从2014年的4320万美元增加到了2015年的5750万美元。毫无疑问，该公司投入最多广告的对象是《使命召唤：黑色行动3》（游戏邦注：据估计他们所创造的媒体价值是3000万美元），除此之外该发行商也在《Destiny》中投入了大量的广告费。

值得注意的是在一年中的第四季度仍有许多公司全身投入于广告业务。因为这些发行商们都在为即将到来的假期季摩拳擦掌。就像在2015年最后四个月中这些公司在电视广告中的投入便占据他们一整年电视广告预算的一半以上（3.29亿美元）。除此之外，从目标用户群体的角度来看，那些同样也是超级体育迷的消费者的作用不容小觑，就像《使命召唤：黑色行动3》和《辐射4》便将3/4的电视广告预算用于体育大会中。

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转发，如需转载请联系：游戏邦）

Game of War leads TV ad spend surge in 2015

By James Brightman

With the rise of social media and viral marketing, some might question the value of big budget TV advertising for video games, but the data shows TV ad spending by major publishers on the rise. A new report from iSpot.tv sent to GamesIndustry.biz reveals that game companies spent 47 percent more on TV ads last year, bringing the total media value to almost $630 million. The report notes that 65 brands placed 406 different spots on U.S. national television just over a quarter million times, which was up from 2014 when 52 brands ran 298 different spots, spending an estimated $427.4 million to air them 154,500 times.

While Nintendo saw the most TV ads with 49, it was Machine Zone that actually spent the most at $92.7 million. Its campaign for Game of War, featuring Kate Upton, accounted for almost 10 percent of the entire industry spend in 2015. Machine Zone produced five different versions of the ad across national televison for a total estimated media value of $61 million.

The award for spending the most on an ad in a single day, however, goes to Supercell, which was the only game company to hit the $3 million mark in estimated media value on a single day — it actually did that for Clash of Clans both during the Super Bowl and the NBA finals. Overall, Supercell ran 29 unique commercials throughout the year with a cumulative estimated media value of $59.8 million.

On the traditional AAA side of the industry, Activision in particular ramped up its ad spending for TV from from $43.2 million in 2014 to $57.5 million last year. The conmpany spent the most, unsurprisingly, on Call of Duty: Black Ops III (estimated media value: $30 million); the publisher also invested heavily in Destiny, said iSpot.tv.

It’s also worth noting that the fourth quarter still has a lot of pull in the advertising business. As publishers prepared for the holiday season, they spent more than half ($329 million) of the entire 2015 TV ad budget in the last four months of the year. Additionally, from a demographic standpoint, consumers who are also avid sports fans were the most sought after. Call of Duty: Black Ops III and Fallout 4 in particular saw about three-quarters of their TV ad spend going to sports shows.(source:gamesindustry)