Sony may be ahead in the console war because the well-known entertainment brand is spending more money on advertising, according to research firm iSpot.

In April, Sony confirmed PS4 sales reached 7 million, while Microsoft claimed 5 million Xbox Ones had been sold to retailers. Industry watchers attributed the difference to several things: the PlayStation 4’s price of $399 compared to the Xbox One’s price of $499, the PlayStation’s earlier launch, and the lack of availability in certain areas for the Xbox One.

Still, Microsoft’s Xbox One launched without the Kinect for $100 off its original price tag last month, so now both devices are available for $399.

ispot Sony is spending millions more on ads than Microsoft Photo: Courtesy/iSpot

Research firm iSpot believes Sony may be pulling ahead in the sales race due to the massive amount of money it has spent on advertising. According to the Bellevue, Washington-based firm, Sony spent $59 million on PlayStation 4 ads from Jan. 1 through May 2014, while Microsoft spent $34.7 million during the same time frame.

PlayStation advertised primarily on Fox, ESPN, Comedy Central, Fox Sports 1 and TNT, while Microsoft made Fox Sports 1 its top priority, followed by Fox, Comedy Central, AMC and TBS.

The PlayStation 4, which launched in North America on Nov. 15, reportedly sold 1 million units within the first 24 hours of its launch, which led to 2.1 million consoles sold internationally as of early December. One week later, the PS4’s next-gen competitor, Microsoft’s Xbox One, launched in 13 countries, bundled with the Kinect, which was priced at $499. Microsoft Chief Marketing and Strategy Officer Yusuf Mehdi also made an announcement in January regarding the details of Xbox One sales, saying the console had sold 3 million units by the end of December 2013.