Xbox 360 Peak Hours Between 7 – 11 PM, says Nielsen

Nielsen released a study today that confirmed that the peak hours for gaming are between 7 PM and 11 PM, the same as that for prime-time television. Nielsen went beyond these numbers, however, and studied the game playing audience on Xbox Live.

A notable finding showed that the 18 to 35 year-old demographic comprised 45 percent of all players on Xbox Live, while they made up 55 percent of those playing 1 vs. 100. The Nielsen data also says that from month-to-month, roughly 20-25 percent of Xbox 360 consoles are active during prime time hours.

“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.”