Nielsen games today released results of a study with Microsoft showing that the top hours for gaming are the same as television: between 7 p.m. and 11 p.m.. Moreover, the study showed that 45 percent of players on Xbox Live are composed of the prime demographic: men and women between 18 and 35 years-old. This makes online services for consoles potentially very appealing to marketers.

“Advertisers should be very interested to see the amount of time consumers spend interacting with these games especially during those appointment-based 1 vs 100 Live sessions,” said Gerardo Guzman, Nielsen Games. “What makes this pilot study so important is the potential for precise audience segmenting. As more game companies and advertisers participate in studies like these, we re able to define and refine an efficient set of metrics for gaming that can be compared against other media.”

“Our independent research shows that gamers are very engaged while playing, especially during Live Play,” said Carolyn Fuson, Sr. Audience and Analysis Manager, Xbox Live Advertising. “In one specific case, an advertiser who placed ads within the games saw notable brand recall and lift. Our ability to learn more about the audience can only be a positive to those brands looking to make an impact on the growing gaming community.”

Source: Nielsen Blog