TV advertising is becoming less and less important. Maybe closer to Christmas when they want to get the attention of parents we'll see more of it, but for launch YouTube video likely have more impact for the audience who buys day one.
Particularly with the opening day line-up. For me, Zelda is an insanely high profile game to launch with, but the rest of the fam (who are huge Ninty fans) are uninterested, simply because they see nothing for them until Mario Kart & Splatoon drops. PArtner would have been going nuts if it was Mario for launch, I'd probably be buying two if there were the case. Not sure if I entirely agree with the approach, but launch is certainly aimed at us, while casual Nintendo fans are still being served with brand new 3ds games. My kid is pretty buzzed with the Switch, but it's Yoshi, Mario superstars & Yokai 2 he actually wants to get. Zelda is something he wants to see me play but not something he will play himself. All of which to say is I agree, after the summer seems like the right time to do more traditional advertising, although as mentioned, they have begun. I believe it was 1 2 Switch on the cartoon network ad.
Think that is bad go into a game store
My Game actually does have a sizeable Switch pre-order wall, there must have been some kind of confusion haha. Their pokemon cards section is still bigger than it though, so they have their prioritises right.