Comscore: sponsored ChatGPT ads hit 47% of gaming chats
Comscore’s Q2 2026 AI Intelligence Report, released Sept. 22, found sponsored ads appeared in 47% of gaming-related ChatGPT conversations in June, up from 3% in March, 4% in April and 18% in May, per Search Engine Journal. Toys-and-hobbies ad share rose from 5% to 24% and books-music-video from 9% to 22% over the same window. The report extends Comscore’s opt-in panel tracking of U.S. desktop ChatGPT users, which first surfaced hotel-prompt ad share climbing from 6% to 24% between March and May; Comscore has not disclosed panel size or composition for either release, and it is unclear whether ad-free ChatGPT Plus and Pro accounts are excluded from the denominator.
Why it matters: Gaming's climb is the steepest category Comscore has tracked yet, a signal that OpenAI is scaling ad density fastest in impulse-purchase verticals ahead of any official frequency disclosure.
Posted to the wire September 23, 2026. Edited by Joe Balewski.