The PSP marketing was fucking fantastic. Sometimes it didn't make sense (those squirrels got into some shit), but it got people talking and it reached a big audience - as the number of sales wouldn't be near as high without it (look at Vita, which was barely marketed at launch and people still mistake for the PSP). They needed to market the PSP to break into the handheld scene, and they did - well. Remember that Franz Ferdinand "Take Me Out" commercial where it swaps through people playing everywhere - from the screen's point of view? That sold the PSP to pretty much all my friends. They marketed it, it worked.
The PS3 was marketed like a boss.There were advertisements in theatres all the time, there were regular commercials, and they were always throwing logos at you. It was PlayStation everywhere when the PS3 launched, and people talked about the stuff they were seeing advertised pretty much non-stop. I remember the commercials, the ads, the songs, and the stuff that hyped it (remember "Ladies and Gentlemen" playing to a morphing black blob of games?). It wasn't what made me buy the console, but it's what made a few people I know buy it (no joke)
The Vita wasn't marketed pretty much at all other than a few select regions. I didn't even know it was called a Vita or that it was out until after it released - despite having a PSP and PS3 at the time, and visiting tech and PlayStation gaming websites frequently. I never saw a commercial, a print ad, a price, a name, anything until around November 2012 - after which I promptly did my research and ended up getting one at Christmas time. There were no ads, no commercials, no theatre spots, nothing memorable, no games advertised on TV or websites I frequented, and not even a peep about it in public. No wonder it only sold 10 million or so units, they barely even told us it existed.
The PlayStation 4 did well because it's a PlayStation and it offers the things people want, not because it's marketed well. I barely saw any PlayStation 4 advertising outside of places hardcore gamers would frequent on the internet, don't think I saw a single commercial or theatre tease, and couldn't tell you a god damn thing about it aside from what those posters with the price on them looked like. I bought it because I did my research and I'm a PlayStation kind of guy, but I'm not the average consumer. The average consumer just kept doing what they were already doing - buying new PlayStations.
Their marketing is shit, and if it wasn't they'd have pushed both Microsoft and Nintendo right out of the way this generation. The Wii U flopped hard at launch, and the XBox One garnered a lot of hate with their lock down bullshit that they ended up retracting - and even with that, the PS4 is only beating the XB1 ~2:1 and the Wii U ~3:1. I bet that would be at least 4:1 and 6:1 had they done their job and made the console "cool" to the general public. Most casual console gamers I know are still playing PS3 as their main console for fuck's sakes.
I'm not saying they haven't done well in the past, but their marketing lately is garbage and most of the time they tend to piss people off or bore them more than they impress. They're coasting, and they know it - but they don't care 'cause they're in first by the numbers, and they're making their cash.
Oh, so we're talking about
amount of marketing not type of marketing.
Let me first address type of marketing. I think Sony did a blinding job of it throughout the PS1 and PS2 era. Things like
double life and
PS9 were weird, but they got a message across - that these consoles help you escape to another world; that they're the future where technology has been heading all this time.
Compare that to what they brought to PS3 and PSP at the time. The
weird baby commercial. The
weird alien girl commercial. At least the
infamous squirrels got the message across, even if they were racist and ridiculous.
Point being, I think arrogant Sony came across well in their advertising during this gen - weird for the sake of weird, they forgot what it was that made their product cool and the advertising reflected this. It was only with Kevin Butler and later on with stuff like
"Michael" that Sony started getting a clue.
(And by the way, I'm not saying they weren't weird during the earlier gens, everyone remembers David Lynch's
clusterfuck of an advert for PS2, but still).
With PS4, I think they've changed their marketing and made if very "safe". And you know what, safe works. Armies, fighting, community, stuff like that - compare this
PS4 advert to this
Game of War advert. Fairly similar in premise right? And I know the GoW advert had Kate Upton in which definitely helped sell it, but the point is those adverts turned it into one of the biggest mobile games of this generation from being an absolutely nothing game before.
Now, onto the other topic of actual amount of marketing. I don't really think I agree with you there either. I think Sony's marketing campaign this generation has been fairly smart. Sure, I'm putting Vita to one side for this - but you have to, because it's a failed product and so it's going to be treated as such for marketing purposes (I personally think they tried fine during the first year, with plenty of launch ads alongside stuff during the 2012 holidays - I remember seeing that
crappy Call of Duty ad SO OFTEN on TV during that time).
Honestly, the marketing this gen has been a mixture of grassroots movement among hardcore gamers mixed in with heavily pushing certain games. Things like that
used game instructional video was shared all over the internet and did wonders. You're saying that's bad marketing, but it's fantastic marketing since it cost next to nothing to make and seemed to convince a whole load of forum-dwellers that PS4 was the cool console.
And regarding volume of adverts, maybe that just differs from country to country, I dunno. I can tell you when I was watching TV it's been plastered with
No Man's Sky stuff (mostly clips from that trailer); before that it was
Uncharted 4; before that it was
Star Wars Battlefront.. Sorry you didn't see them, but they were definitely there