The bulk of that budget went towards Mario Tennis.
Nintendo’s advertising and marketing efforts have really picked up since the launch of the Switch gave them a mass market appealing product to be able to advertise. They’ve ramped up not just the quality of the ads, but also the sheer number- so much so that, last month, Nintendo spent more money on TV ads than any other gaming company.
iSpot.tv, a real-time ad measurement company which uses smart TVs to track attention and conversion analytics, has revealed (via VentureBeat) that Nintendo’s budget for TV ads comprised 31.7% of total spending on TV ads by gaming companies last month. Nintendo spent an estimated $5.8 million on commercials, spread across 14 different spots that ran over 3,100 times. Mario Tennis Aces comprised the bulk of this advertising.
No other major gaming company is on this list- the next few ones are all mobile gaming companies, such as King, and FoxNext. I suppose it helps that Nintendo is the only company with major releases this quarter so far.