Sony Dramatically Outspending Microsoft In PS4/Xbox One TV Ad Campaigns

Last we heard, Sony had sold 7 million PS4s to consumers while Xbox One had sold 5 million to retailers. It's a significant gap, even early in this new console generation, and everyone has their own opinion as to why the PS4 is ahead. The usual suspects are the Xbox One's higher price (which now even, minus Kinect) and a lack of availability in certain regions where the PS4 has already launched.

Now, there may be a new factor to consider. Good old fashioned advertising.

According to numbers from January 2014 through May via research firm iSpot (via WSJ), Sony has spent far more on PS4 TV ads over that period that Microsoft has on Xbox One TV ads.

Through the end of May 2014, Sony had spent $59M to Microsoft's $34.7M. Sony spent the most on networks like FOX, FOX Sports, Comedy Central, ESPN and TNT. Microsoft also spent a lot on the two FOX channels and Comedy Central, but their list is rounded out by AMC and TBS.

The focus on sports networks makes sense, not only given the target audience for these consoles, but also the fact that a consumer is less likely to be able to fast forward through a live sporting event as opposed to a recorded show. But elsewhere, many will likely doubt the reach of TV ads in this day and age of DVRs, specifically when the average age of a gamer is a 30 year-old likely to be tech-savvy.

Still, this is no small margin, with PS4 allotted nearly double the Xbox One marketing budget. Perhaps the One is throwing more cash elsewhere, but we don't have access to online ad data for the consoles.

iSpot tracks Sony's most effective ad as their "Greatness" spot, which can be seen below:

And Microsoft's as "All-in-One."

Anecdotally, I remember "Greatness" being passed around far more online, while I do remember seeing "All-in-One" quite a few times on TV. Both are pretty effective, and show the original divide between PS4 being more gaming focused while the Xbox One was originally being heavily marketed as a multimedia living room box. That has since shifted quite a bit, given the benching of Kinect and a 100% games-only E3 presentation from Microsoft.

I highly doubt even a wide TV advertising gap accounts for the sales disparity between the Xbox One and PS4, but it's certainly interesting to consider as a data point. Given the fact that Microsoft actively encourages cable box integration directly into the Xbox One, I would think they might have focused a bit more heavily on TV. But if you're using that functionality, I suppose you already own the console.

Back in 2013, iSpot says that Microsoft spent $73.6M on Xbox ads in total, more than any of its competition, Sony included. We'll have to see if they up the ante as 2014 presses on, and if it will be part of their plan to close the gap with the PS4.

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