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Using the Homescan panel of 100,000 plus homes, the analysts kept track of households who had
purchased one of the EA Sports games before and after the appearance of Gatorade product
placement; these homes were then compared against those which had never purchased the game at
all (the control group).These household segments are then analysed in relation to the "larger Homescan
household universe based on similar purchase patterns and demographics in order to achieve a statistically
reliable sample." finally, the sales impact was determined 925 silver by comparing the Gatorade purchase activity between
homes who had and had not purchased the games which exposed players to Gatorade advertising.The
result showed that those households with direct experience of the in-game advertising spent 24% more
on the drink in comparison with those who had not encountered the promotional material. The
research focused on EA Sports titles ranging from NHL 09 and NHL 10, to NBA
Live, and NBA Street Homecourt. It was also deduced that the average ROI as a
result Nike Tn of in-game promotions equalled $3.11.This is the first survey of its kind in which
a sales analysis has been carried out for advertising within computer games. With this pioneering
research, advertisers will be better equipped to assess the potential impact of advertising via video
games, and whether or not this particular CRO ( Conversion Rate Optimisation ) process would
be of great benefit for their brand.The strategy of appealing to the younger members of
a household has long been a traditional method employed by advertisers. Within these games, Gatorade
had placed various product advertisements, including arena signs, players' water bottles, and other call-outs.By studying
the activity of over 100,000 households, The Nielsen Company were able to gain a comprehensive
understanding of a representative section of the population. This simply represents the next level of
penetrating the world of the adolescent and, via the power of suggestion, urge him/her to
impact upon the buying activity of their parents.Harvey McEwan writes to make the internet a
simpler place..
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