This biggest winner during March Madness might be Nintendo.
After a gangbusters February for industry spending, gaming brands took it down a notch during March — although many took advantage of sports programming like the NCAA Tournament and the NBA to reach an engaged, male-skewing audience. In total, 33 brands spent an estimated $59.3 million running 92 spots over 21,800 times, generating 2.4 billion TV ad impressions.
GamesBeat has partnered with iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million smart TV screens, to bring you a monthly report on how gaming brands are spending. The results below are for the top five spending gaming industry brands in March 2017.
Nintendo leads the pack with just over 30 percent of the spend for the gaming industry (an estimated $18.3 million), and it’s the only brand in our top five ranking that ran commercials during the NCAA men’s basketball tournament. The company aired 16 spots over 4,100 times and generated 583.5 million TV ad impressions. The commercial with the most spend (which was also its top spender last month) was “Believer,” featuring music by Imagine Dragons. Nintendo spent the most on ads that aired on Nick, Adult Swim, and Comedy Central, as well as during the NCAA tournament, episodes of South Park, and Nickelodeon’s 2017 Kids’ Choice Awards.
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