With Christmas fast approaching, Sony is desperate to get some more momentum in its fight for the next generation console market.
Last week our colleagues on MediaGuardian reported that the Japanese giant planned a substantial new advertising campaign - but this week, under the headline "TV blitz to lift PS3", games industry mag MCV points out that Sony is spending millions on its attempt to grab the imagination:
The company is spending in the region of £3m on TV campiagns for its flagship first-party releases: Uncharted: Drake's Fortune, Ratchet and Clank: Tools of Destruction and SingStar - earmarking £1m for each product.
A new dedicated hardware TV campaign will run alongside the software ads - and MCV understands that a similar £1m budget has been allocated.
Of course, Sony isn't the only one splashing out on advertising to try and boost awareness. I've seen plenty of TV ads for the Nintendo DS recently, but the figures here are interesting because of Sony's financial situation. Splurging another £4m on TV advertising might not seem like a lot in the grand scheme of things (Sony's revenue last year was about $70bn) but it is the equivalent of about 9,500 sales of the PS3. That's pretty big by British standards.
And the ads themselves? Not sure they'd make me want to buy one.
