They did have the Indiana Jones Formula 1 design for the Alpine team (which Microsoft is a major sponsor of) this past weekend, and that does get a lot of eyes. Sadly that team hasn’t done great in a while so it doesn’t get as much focus when people watch it. Also you’d need to know that’s what you were seeing…
I am really sorry but your point is extremely anecdotical.
The fact it doesn’t make you buy anything Playstation, doesn’t mean the same for other people. Sometimes it is just a matter of letting people know you exist, the more people know you the better.
I am not even into soccer that much, but I can tell you that marketing deal is massive, especially for Europe.
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The point was advertising on TV is probably on the lower side of ROI, especially when the younger market has moved beyond that media. A bit hyperbolistic, but it’s nearly akin to marketing in print media like news papers. As others have mentioned, they advertise more in other areas which carries a higher rate of return for the cost.
I’d argue that sporting events is one part where young kids haven’t moved past tv. Especially advertising boards during games.
If it wasn’t worthwhile companies wouldn’t do it.
Plus it’s not just sales it’s creating prestige for the brand to be associated with these events. Something Xbox could do with
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One such company isn’t doing it. Microsoft is not doing it. It may be the situation that it is worth it for other companies, but not for Microsoft. They have for whatever reason deemed it as not worth it for them. 
At this point, I have already accepted Microsoft porting their published games to Sony/Nintendo platforms so I don’t give a shit anymore about what goes or doesn’t go. All I care about is that the games are still day one on Game Pass Ultimate and I will be a happy gamer!!
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I don’t think the rumor refutes this just that they might have slowed or paused multiplatform strategy maybe reassessing a better way to make it work for them and fans. Also Satya said this earlier in the year not of recent. In my opinion they should just build or develop a native Xbox app for other platforms just like you can play Xbox games natively on all this gaming handheld through the windows Xbox app.
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Everyone is worried about Xbox sales and what is going to happen, but what about Playstation? It isn’t like the PS5 is selling crazy or anything, basically they are selling about the same as the PS4. The problem with that is Sony’s high budget AAA exclusives aren’t pushing any more hardware but the cost to make the games is going up. You can see Sony is reluctantly releasing games on PC and Switch, and attempting to leverage their IPs into other media like TV shows and movies.
Here’s the thing though. What happens when the flood of “Xbox Games” go over to Playstation? What happens is Sony instantly gets a ton of competition against their own 1st party games. It’s a two way street you know. It isn’t just going to be “Lol nobody is going to buy an Xbox now” you also have to consider Sony’s own current user base buying “Xbox games” over Sony’s own games. Forza for example was never going to kill Gran Turismo while being only on Xbox, but what about head to head on Playstation?
People are only considering the loss of Xbox hardware sales to Playstation. No one is talking about Xbox pulling software sales away from Sony 1st party. Major 3rd party games already monopolize certain genres such that is is incredibly difficult for Sony or MS to make a game in the same genre. Yet Sony will be inviting in another massive “3rd party” which will negatively impact Sony’s own game sales no question, there is only so much money to go around.
Also what happens if MS generates more COD level important games to the health of Playstation? COD, Minecraft, Sea of Thieves maybe, ??? Did people forget the reasons that were thrown around to be against the ABK purchase? They didn’t want Xbox to have control over a game so important to the health of Playstation but now suddenly they are cool with Xbox possibly making more of them?
That Sony side better be careful of what they wish for…
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It would only work with exclusive content or features that set them apart drastically from the competition. I don’t really think much better hardware sales are possible anymore after their strategic turn and it also does not seem to be their goal really. The real challenge for Xbox is to keep their customer base while also making more money from other ecosystems. This is a balancing act and I think they will keep some exclusive games as a reason for that. At the same time they’re clearly trying to extract more money from their console base as well, when you see the changes with day 1 games now restricted to the higher tier GP Ultimate.*
The acquisitions simply came too late, especially as games take so long to make now.
*edited for clarity
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I assume you mean changes to GamePass and not Ultimate. To be pedantic, there has been no changes to Ultimate. The change was to a brand new middle tier of GamePass.
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I think some miss the point that kids/families still watch TV millions will be doing that for the Super Bowl, I’m a Celebrity Get Me Out Of Her and other big shows on TV
Also, people seem to forget that gaming isn’t just what kids do that thinking die out in the 90’s. Gaming is now what people do in their 40s 50s and 60s and that group of people also still watch TV.
Its all about planting that seed in one’s brain. Everyone knows McDonalds and what it does. When you see an ad on the TV is might just plant that seed in your head to go out and get one.
One is not asking for Xbox to be on the TV all the time. Just that key points of the year like Black Friday, Christmas, Super Bowl or the launch of a big game like Halo or COD for Xbox to push some TV promotions
Brand awareness counts for lot and Xbox sucks at it with no big pushes on TV or major sporting events.
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You’re so right. If Xbox was in the high-end market like Ferrari, then you don’t need to advertise. Fiat on the other hand despite owning Ferrari needs to push and promote its car range on TV when it’s chasing mass market buyers. If only old people watched TV then the likes of Fiat wouldn’t bother pushing their hip cars and all we would see is adverts for mobility scooters 
Like you say there’s a reason why other companies advertise on TV it’s not like other companies don’t use social media to advertise their products and only Xbox is clever enough to do it.
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