As kids went back to school, Nintendo decreased its spend in September to roughly $4.45 million, down from an estimated $6.2 million in August. PlayStation overtook Nintendo’s lead with an estimated spend of $24.2 million on 9 commercials that aired over 2,900 times, resulting in 1.1 billion impressions.
With an estimated budget of $4.4 million, Nintendo fell from the top spot in August to third place. Its 10 spots had over 2,700 airings, which resulted in 335.4 million TV ad impressions. The ad with the largest spend ($1.6 million) was the Nintendo Labo Vehicle Kit commercial “Make, Play and Discover.” Nick, Teen Nick, and Nick Toons were some of the networks it prioritized, while programs with high budgets included SpongeBob SquarePants, The Loud House, and Nicky, Ricky, Dicky & Dawn.