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Activision, Nielsen, Chrysler to Study Video Game Advertising

Authored by Mark Hefflinger on October 18, 2004 - 9:45am.
Santa Monica, Calif. -- Video game publisher Activision announced on Monday that it has partnered with ratings provider Nielsen Entertainment on a system to measure the value of in-game advertising. The companies will examine how players interact with Chrysler Group ads for its Jeep brand in the PC version of Activision's "Tony Hawk's Underground 2" game, using an audio watermark embedded into the game by Nielsen. "Video games are increasingly becoming the medium of choice for a new generation of consumers and Chrysler Group has been at the forefront of this exciting revolution. By teaming with Activision and Nielsen Entertainment, we are helping to take this medium to its next level," said Chrysler Group vice president Jeff Bell. Initially, the in-game ad monitoring system will feature only PC games, but the companies are in talks with console makers. Activision and Nielsen also released details of a recent gamer survey that found 40% said in-game ads made a game more appealing, and made them more inclined to buy the advertised product, while 66% reported that in-game advertising made a game more realistic, and nearly three in 10 noted that advertising in video games was more memorable than traditional television advertising. Additionally, the survey found 87% remembered seeing a highly-integrated brand within a game much more frequently than other less integrated brands.
tags: Activision | Nielsen | Chrysler | Study Video Game Advertising |