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Machine Zone has a convoy, but the consoles have the big numbers

GamesBeat has partnered with iSpot.tv, which measures TV advertising in real-time, to bring you a monthly report on how gaming brands are spending. The results below are for the top five spending gaming industry brands in October.

Gaming brands spent an estimated $101.6 million on TV ads in October. In total, 44 brands ran 129 ads 22,538 times on national TV, generating 4.1 billion TV ad impressions. Though the leaderboard is heavily dominated by console brands, Machine Zone rounded out the chart in fifth place.

Here’s how each of the top brands deployed their TV advertising budgets:

Xbox

Estimated $39.9 million spent on 16 commercials that ran 4,118 times

1.2 billion TV ad impressions

Top networks: NBC, Fox, ESPN

Top shows: NFL football, college football, South Park

Top ad: Gears of War 4: Launch

PlayStation

Estimated $12.1 million spent on 11 commercials that ran 1,612 times

428.6 million TV ad impressions

Top networks: ESPN, Comedy Central, NBC

Top shows: NFL football, NBA basketball, South Park

Top ad: Star Wars: Battlefront Rogue One — X-Wing VR Mission

2K Games

Estimated $9.5 million spent on 11 commercials that ran 606 times

298.8 million TV ad impressions

Top networks: Fox, CBS, USA Network

Top shows: NFL football, 2016 World Series, NBA Basketball

Top ad: Mafia III: Revenge — Official Launch Trailer

Bethesda

Estimated $6.8 million spent on four commercials that ran 1,459 times

289.9 million TV ad impressions

Top networks: NFL Network, Fox, NBC

Top shows: NFL football, NBA basketball, 2016 World Series

Top ad: The Elder Scrolls V: Skyrim Special Edition — Time for Battle

Machine Zone