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"GTA" makes advertising appointment TV

A screenshot of CTA VI featuring one of the game's main characters, Lucia Caminos, at the pool with a drink. Photo courtesy of Rockstar Games. — A screenshot of "GTA VI" featuring one of the game's main characters, Lucia Caminos, at the pool with a drink. Photo: Courtesy of Rockstar Games

In premiering its "Grand Theft Auto VI" trailer exclusively as a Netflix livestream last Thursday, Rockstar Games proved that advertising can be must-see TV.

Why it matters: For decades, brands have relied on live TV to advertise around appointment viewing. Rockstar Games has turned that dynamic on its head.

Zoom in: The 27-minute sneak peek sent Netflix traffic soaring Thursday, according to data from Sensor Tower.

During the hour of the reveal, U.S. Netflix app users jumped 35% compared with the hour before the premiere.
App users rose 50% compared with the same time the day before.

Zoom out: The game's blockbuster teaser foreshadows its commercial potential ahead of its release this November.

Rockstar Games reportedly spent over $1 billion on the latest installment.
The Netflix premiere gave gamers a coveted peek at the first "GTA" game in over a decade, although some leaked footage hit the internet over the last week.

The bottom line: The trailer, according to Sensor Tower data, has sent preorders through the roof.

It estimates nearly 5 million copies of the game have been preordered to date, with the vast majority opting for the more expensive "ultimate edition" option.

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"GTA" makes advertising appointment TV

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