In November, Sony and Microsoft launched their next-generation game consoles, the PlayStation 5 and Xbox Series X. And while the competition between the two companies is fierce, the PlayStation 5’s sales outnumber the Xbox Series X by a significant margin.
For example, in Japan in the early days of sales, the ratio between PlayStation 5 and Xbox Series X was 5.75 to 1. This is largely due to the marketing campaign. According to recent statistics from MediaRadar, Sony spent three times as much on advertising as Microsoft did in the month before the launch of the set-top boxes and immediately after the start of sales.
From October 19 to November 15, Sony invested $ 15 million in PS5 advertising, while Microsoft spent “only” 5 million promoting its new console.
Also, Sony’s TV ad spend doubled in November to $ 26.2 million, more than half of the industry’s ad spend. In second place is Microsoft, with the Xbox launch and a “modest” $ 10.6 million.