Machine Zone has a convoy, but the consoles have the big numbers

GamesBeat has partnered with iSpot.tv, which measures TV advertising in real-time, to bring you a monthly report on how gaming brands are spending. The results below are for the top five spending gaming industry brands in October.

iSpot.tv October

Gaming brands spent an estimated $101.6 million on TV ads in October. In total, 44 brands ran 129 ads 22,538 times on national TV, generating 4.1 billion TV ad impressions. Though the leaderboard is heavily dominated by console brands, Machine Zone rounded out the chart in fifth place.

Here’s how each of the top brands deployed their TV advertising budgets:

Xbox

  • Estimated $39.9 million spent on 16 commercials that ran 4,118 times
  • 1.2 billion TV ad impressions
  • Top networks: NBC, Fox, ESPN
  • Top shows: NFL football, college football, South Park
  • Top ad: Gears of War 4: Launch

PlayStation

  • Estimated $12.1 million spent on 11 commercials that ran 1,612 times
  • 428.6 million TV ad impressions
  • Top networks: ESPN, Comedy Central, NBC
  • Top shows: NFL football, NBA basketball, South Park
  • Top ad: Star Wars: Battlefront Rogue One — X-Wing VR Mission

2K Games

  • Estimated $9.5 million spent on 11 commercials that ran 606 times
  • 298.8 million TV ad impressions
  • Top networks: Fox, CBS, USA Network
  • Top shows: NFL football, 2016 World Series, NBA Basketball
  • Top ad: Mafia III: Revenge — Official Launch Trailer

Bethesda

  • Estimated $6.8 million spent on four commercials that ran 1,459 times
  • 289.9 million TV ad impressions
  • Top networks: NFL Network, Fox, NBC
  • Top shows: NFL football, NBA basketball, 2016 World Series
  • Top ad: The Elder Scrolls V: Skyrim Special Edition — Time for Battle

Machine Zone

  • Estimated $5.6 million spent on six commercials that ran 3,505 times
  • 262.9 million TV ad impressions
  • Top networks: Fox, NFL Network, ESPN2
  • Top shows: NFL football, college football, The Walking Dead
  • Top ad: Mobile Strike: Convoy featuring Arnold Schwarzenegger