Activision outpaces EA, Bethesda for TV ad engagement and spending as holiday heats up

Console games remain the industry leaders in TV ad engagement as Activision, Electronic Arts, Bethesda Softworks and Nintendo all push new releases from some of their biggest franchises.

Activision leads the pack, generating over 36 percent of the online response—the digital share of voice (SOV)—of the entire game industry’s TV ads from October 16 to November 15. Promoting its new Call of Duty and Guitar Hero games, Activision edged out the competition not only in terms of engagement but in ad spending.