It is safe to say at this point that the Nintendo Switch is a hit. The Switch is racking up sales, now sitting second only to the Wii at this point for Nintendo consoles. And with a healthy quantity of games, the console continues to expand its playerbase. While sales figures tell a good portion of the story with regard to which consoles are winning out, information on how effective advertising has been for companies gives even greater insight into how the Switch, and Nintendo as a whole, is doing.
Nintendo has been fairly aggressive in its marketing of the Nintendo Switch, after not properly selling fans and newcomers on the Wii U, the company has invested in making the Switch stand out. An ad campaign from the end of 2020 featured tennis great Serena Williams rocking a Switch, and the company’s presence is being felt to keep sales going.
In the latest data covering February 16th to March 15th, Nintendo was on top of the ad impressions game. The company accounted for 65% of gaming industry impressions, with a commercial for Super Mario 3D World + Bowser’s Fury reaching the most TV viewers for Nintendo. Sony slotted in at #2 with 30% of all impressions, thanks in large part to an ad for the PS5 that made the rounds quite successfully. After that, the ad impressions drop considerably, which is a surprise as Microsoft is nowhere to be found. Given that the data comes from just one month, it is entirely possible that Microsoft took this period off and will be back with a new ad later in the year.
Ad impressions are a weird metric, in this case they represent the number of times a TV ad is seen by people. This doesn’t necessarily mean that people were actively engaged in watching the ad, folks could have left the TV on and stepped away from viewing, but regardless, it gives an idea of how many potential eyeballs are seeing an ad. Nintendo generated over 500 million TV ad impressions in the month, while Sony had 239 million for its big PS5 push. Nintendo’s efforts have been paying off, as its big titles like Animal Crossing: New Horizons just hit another sales record.
Nintendo is in good shape it would seem, but with rumors of the Switch Pro launching this year swirling, the company will have to keep up the ad buys to properly sell this upgraded Switch, or else it could end up being another Wii U situation.
Source: VentureBeat
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