By Sarah Johnson, marketingmagazine.co.uk, 28 October 2009, 10:35am

Xbox to take over ad break during ITV's The X Factor

LONDON - Microsoft will create an extended TV ad to air across an entire break during The X Factor next month as part of a wider push for its Xbox 360 console in the run-up to Christmas.

The ad will promote the games console's tie-up with BSkyB, which enables users to receive Sky TV channels via Sky Player through the Xbox 360. The campaign will also promote new games including the Lips: Number One Hits and DJ Hero.

Microsoft hopes the X Factor slot will enable it to ‘communicate directly' with its core target audience. The ads, which are expected to run during the live show on 14 November, were brokered by media agency Universal McCann.

It will be the first time Xbox has taken over an entire TV commercial ad spot.

Microsoft launched its tie-up with Sky Player on Tuesday, offering Xbox users access to 25 Sky channels for a monthly subscription charge.