12 MEDIA STATS PlayTime
35 30 25 20 15 10 5 0
-5 -10 -15
Month 30.29% 21.75% 18.81% 16.09% 13.24% 10.21% 6.25% 5.21% 0.81% -3.10% -8.44% -12.14% -11.25% -3.14% 9.90% 7.23 % 11.01% 6.16%
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...
MONTHLY TOYS & GAMES MARKET DYNAMICS JANUARY 1st - DECEMBER 31st 2010 V 2011 31.33% EQ. TVRs Actual TVRs
23.29% 21.18% 21%
22.19% 16.21%
The above chart demonstrates the year-on-year percentage change of Actual CH TVRs and Equivalent 30” TVRs within the toys and games market for total 2011 vs 2010.
It is equally important to analyse the market position against 30” TVRs as well as Actual TVRs, as TV airtime is traded in 30” impacts.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
2.5% 19.3%
The total year-on-year % increase is higher for 30” CH TVRs (12.3%) compared to Actual CH TVRs (6.5%) due to the introduction of longer ad timelengths.
October 2011 saw a year-on-year increase in 30” TVRs where as a decrease was evident in the same month against Actual TVRs. During half term, advertisers utilised longer timelengths to increase cut
3.9% 23.4% 56.1% 57.0%
This chart demonstrates the change in use of different timelength TV commercials, as a percentage of the total toys and games CH TVRs. For example, 57 per cent of all viewing to toys and games advertising in 2011 was 20 second copy.
The largest timelength growth in 2011 was for the use of 30 second copy. As mentioned previously, this is due to advertisers fighting for attention by utilising the longer copy lengths. This is particularly evident during the key
22.0% 0.1% 2010 15.6% 0.2% 2011
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MARCH 2012 OVER 30 SEC 30 SEC 20 SEC 10 SEC OTHER
periods such as Easter, October half term and throughout the build up to Christmas.
This is reinforced by the fact that deployment of commercials over 30 seconds has increased by 1.4%.
In 2011, there was a larger variety of timelengths used by advertisers. For example, WowWee’s Lite Sprites implemented a 170 second commercial that was not evident in the toys and games market in 2010.
through meaning Actual TVRs would be lower and 30” TVRs higher.
Bakugan was the top advertised individual product in terms of Actual CH TVRs during Jan-Dec 2011. The Spin Master campaign totalled 3,472 CH TVRs, 58 per cent more than the next largest (Spin Master Zoobles with 2,191 TVRs). If one was to group together
campaigns allocated by individual product i.e Lego or Barbie then they may dominate the no.1 spot.
The top advertised individual product against 30” CH TVRs for Jan-Dec 2011 was Spin Master’s Bakugan. The campaign totalled 2,536 30” CH TVRs, 38 per cent more than the next largest (Flair’s Sylvanian Families with 1,835 30” TVRs).
EVOLUTION OF TIMELENGTH STRATEGY JANUARY 1st - DECEMBER 31st 2010 V 2011
January
February
March
April
May
June July
August
September October November
December
2011 vs 2010- +12.3%
2011 vs 2010- +6.5%
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