Nintendo has had a huge 2017: from the release of the Switch, to the new 2DS XL, to an exciting and noteworthy showing during E3. Nintendo has managed to break into the mainstream consciousness in a way it rarely has before. It is perhaps unsurprising, then, to learn that Nintendo of America led the industry in terms of TV advertising too.

Details from VentureBeat’s recent analysis reveals that Nintendo spent 26.2% of all spending from video game companies for TV advertising. In comparison, Playstation only had 14.8% and Xbox only had 7.7%.

Nintendo aired 14 different commercials over the year, spending $4.5 million doing so. The commercials aired a total of 1,600 times, making 230.6 million impressions. The commercials aired on channels such as Adult Swim, Cartoon Network, and Nick, with shows like SpongeBob SquarePants, Teen Titans Go!, and American Dad being some of the more popular choices.

The biggest budget for a commercial was the New 2DS XL’s “New, Sleek Look,” promotion. This may be surprising to some considering the focus that has been put on the Switch. But it does emphasize Reggie’s notion that the handheld systems are also a priority for Nintendo.

Nintendo’s E3 Spotlight revealed lots of new and exciting releases for 2018 and beyond. Hopefully, Nintendo continues to put a similar effort behind their new line up of games too.