Video game ads are another blow to broadcasting

The announcement yesterday by Nielsen and Massive, Inc. to track the effectiveness of ads in video games is another knife wound to the solar plexus of broadcasting. Massive is a privately-held company that provides ads (there are plenty of places to put ads in these virtual worlds) to the video game industry. The two companies said they would spend the next few months determining the best way to measure and validate the data Massive gathers from games before launching a product for ad buyers in the second quarter of 2005.

The holy grail here is 18–34 year old men, the same group that “went missing” from prime-time television viewing a year ago.

This is yet another piece of the fragmented, former mass market that advertisers can pick to spend their money. And guess who’s going to lose all that cash?

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