Sony took its advice to “be greater” quite seriously.
In terms of spending money on TV commercials for their products, Sony was the top gaming company for the month of September, reports GamesBeat and its partner iSpot.tv. iSpot is a real time ad measurement and tracking company for television, and it reports that Sony spent an estimated $24.2 million in September, for nine commercials airing more than 2,900 times.
That exposure led to results, as they got 1.1 billion impressions from all that advertising. The lion’s share of this spending went to Spider-Man, and its “Be Greater” commercials. Microsoft came in at second place, with $8.2 million spent over four ads airing 3,000 times and generating 569.5 million impressions. The spend was mostly for third party games they have partnerships with, such as Shadow of the Tomb Raider and NBA 2K19.
Meanwhile, Nintendo, which topped this chart back in June, was now in third place, having spent $4.45 million for ten ads that aired 2,700 times and resulted in 335.4 million impressions.
Given the impending release of Red Dead Redemption 2, for which Sony holds marketing rights, I expect them to top the spending metric for October as well. After that, however, it’s anybody’s guess who wins. With Pokemon and Smash launching in November and December, Nintendo will have two big games to push, so maybe they will.