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Subject: Nielsen to Start Tracking Video Gaming
Activision announced it will team with Nielsen Entertainment to develop a new initiative that, for the first time, will allow video game companies to supply advertisers with audience measurement metrics to help them assess the impact of in-game ad exposure. The new initiative will provide tools for advertisers to effectively measure everything from ad exposure to demographics to audience recall when it comes to video game use.
Activision and Nielsen also released today the results of a major research survey titled, "Video Game Habits: A Comprehensive Examination of Gamer Demographics and Behavior in U.S. Television Households." The study, which surveyed nearly one thousand young men and boys between the ages of 8 and 34 from a nationally-representative sample of Nielsen TV households about their video game playing and television viewing habits, is the most comprehensive of its kind to date.
Among the study's key findings:
Bobby Kotick, Chief Executive Officer of Activision, said, "The video game industry is one of the fastest growing entertainment businesses today, and videogames will soon be as mainstream an advertising medium as television.
Three-quarters of Nielsen TV households with a male between ages 8-34 own a video game system. TV viewership among male gamers aged 18-34 appears to be slightly less than men aged 18-34 in general. Video gaming does not appear to be affecting TV viewership among younger male gamers 8-17. In-game ad recall is significant, with over one quarter of active gamers recalling ads from the last game they played. Perceptions of in-game advertising are quite positive, with heavy gamers having the most positive impressions. In-game advertising is persuasive, as one-third of respondents say in-game ads help them decide which products to buy.
Given the tremendous popularity of the medium, we wanted to take a leadership position in generating a standardized method to measure advertising metrics in video games."
Kotick continued, "Additionally, the need for a metric to measure in-game advertising is particularly great as we are beginning to see older male gamers 18-34 defect from TV."