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Tuesday, October 19, 2004
Activison and Nielsen Test In-Game Advertising
8:14 AM | Eddie Park | Comment on this story

While official product placement in video games has been tried before, Activision, Nielsen Entertainment, and the Chrysler Group are taking it a bit further. Using the recently released Tony Hawk's Underground 2 title, they will be studying a selected group of gamers in order to develop a standardized measuring system for in-game advertising effectiveness.

The test will take place over late 2004 to early 2005, during which Nielsen Entertainment will collect and process the data on a daily basis. Nielsen Entertainment also will conduct pre- and post-test surveys to understand perceptions of in-game advertising, as well as the impact on brand awareness and recall.
The study is significant to game publishers in particular, as folks in the entertainment industry are well aware of how much money can be leveraged from advertising deals.

In addition to the current study, Nielsen and Activision have also released the results of another study that compares integrated ad effectiveness between TV and video games. The results of that can be read at the recently released PR statement.

Activision and Nielsen Entertainment Announce Pioneering Test to Measure How Consumers Interact With Ads in Video Games

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