12 MEDIA STATS PlayTime
Highest CH TVR campaign that week
30 25 20 15 10 5 0
-5 -10 -15 -20
W/E 23% 22%
Half Term
16% 17% 11% 22% 2% 0% 2% 3% -9% -9% -18%
10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0
TV advertising is one of the most powerful forms of branding available, and the high-impact campaigns can pay dividends for sales of individual SKUs. Generation Media takes a look at what lines have enjoyed the most activity...
WEEKLY TOYS & GAMES MARKET DYNAMICS AUGUST 29th TO NOVEMBER 27th 2010 V 2011
142000 140000 138000 136000 134000 132000 130000 128000 126000
Year-on-year % change in T&G CH TVRs
The above chart demonstrates the year- on-year percentage change of Actual Channel TVRs within the toys and games market.
Although there are evident decreases
in TV advertising for T&G during October, the market is up seven per cent vs 2010. This does not mean that spend is up, just
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
2011 CH TVRs
that kids are seeing more toy ads. During the half term week (Oct 24th - 30th Oct 2011) there were 279 toys and games campaigns on air compared to 278 in 2010. The average number of TVRs per campaign grew only slightly year-on-year, from 31 to 32 TVRs.
Total 30” CH TVRS- June 2011/November 2011
Each week since half term there has been progressive growth due to campaigns such as Hasbro’s Monopoly Electronic, Spin Masters’ Bakugan and Flair’s Sylvanian Families driving the market.
Hasbro’s Star Wars FX Light Sabres was the top advertised product in the last recorded week. The campaign totalled 99 CH TVRs, four per cent more than the next largest campaign (Hasbro Monopoly Electronic with 95 TVRs).
Left shows the percentage of total CH TVRs that relate to the toys and games category versus all other categories advertised on kids stations. The first column displays the percentage split in June 2011 and the second in November 2011, demonstrating the contrast between summer and autumn periods and the reliance on non toy products by key TV suppliers in summer and off season months.
In June 2011 the majority of TVRs delivered on kids stations were from advertisers outside of the toys and games market. ITV Breakfast was the station with the highest per cent of TVRs delivered by the toys and games category.
JUN 2011 T&G TVRs Other Category TVRs NOV 2011 T&G TVRs Other Category TVRs
Toy News PlayTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
FEBRUARY 2012
The toys and games category is noticeably and obviously more predominant in November 2011, driven by an influx of advertisers around half term with the early Christmas push for sales.
The second category of advertiser that was most evident on the kids stations were for DVDs and entertainment, in particular Certificate U and PG promoting films such as Spy Kids and Enchanted.
CH Actual TVRs
5/8/10-4/9/11 12/9/10-11/9/11 19/9/10-18/9/11 26/9/10-25/9/11 03/10/10-02/10/11 10/10/10-9/10/11 17/10/10-16/10/11 24/10/10-23/10/11 31/10/10-30/10/11 7/11/10-6/11/11 14/11/10-13/11/11 21/11/10-20/11/11 ITV/Breakfast 28/11/10-27/11/11 Five (Milkshake) CITV Turner Sky Kids Jan – 27th Nov 2010 CITVB Dolphin Disney XD Jan – 27th Nov 2011
2011 vs 2010- +7%
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