After ruling the realm of TV advertising in July, it looks like Nintendo is finally falling a little behind.

According to VentureBeat, Nintendo was the third largest-spender for videogame adverts on TV during August 2019 – as opposed to its dominant position just two weeks ago. This was because the Xbox marketing team recently want on a huge advertising push for Gears 5, spending almost $1.1 million for 45 million ad impressions. Rockstar Games came in at second place – spending $1 million to get 33.3 million ad impressions for Grand Theft Auto Online.

Meanwhile, Nintendo only spent around $842,540 for the month of August 2019. Here’s a more detailed breakdown:

• Estimated spend of $842,540 for nine ads that ran 611 times, garnering around 161.9 million ad impressions
• Commercial with the biggest outlay (est. $191,669) was “My Way: Mario Kart 8 Deluxe & Super Mario Maker 2”
• Networks with high spend were Nick, Disney Channel, and Teen Nick
• Programs that Nintendo prioritized included The Loud House, SpongeBob SquarePants, and Victorious

As things stand, however, Nintendo still received more ad impressions (i.e. views) and aired more adverts overall. We’ll likely see Nintendo rise back to the top again once again after the advertising push for Gears 5 starts to die down next month.

We’ll report back when more TV ad statistic emerge in two weeks’ time. Stay tuned!