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MEDIA STATS PlayTime


80 70 60 50 40 30 20 10 0


Month 62% 26% 21% 11% 21% 17%


17


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 2nd JANUARY- 19TH FEBRUARY 2011 V 2012 Year-on-year % change in T&G CH TVRs 2012 CH TVRs 73%


4500 4000 3500 3000 2500 2000 1500 1000 500 0


The above chart demonstrates the year-on-year percentage change of Actual CH TVRs within the toys and games market. Each week has shown a rise in TV advertising for toys and games, resulting in a 34 per cent increase year-on-year. This does not necessarily mean that


spend is up, just that kids are potentially seeing more toy ads.


During the first week of 2012 (Jan 2nd- 8th) there were 11 toys & games campaigns on air compared to 16 in 2011. However, the average number of TVRs per


TARGETING YOUR AUDIENCE 140


More boy focused


130 Lego Games 120 110 90 110 130 150 100 90 80 Polly Pocket 170 190 210 Younger


campaign increased by 61 per cent year- on-year, from 47 to 75 TVRs.


Each week since has seen progressive growth due to campaigns such as Lego Friends, Hasbro’s Beyblades and Magic Box’s Bungees driving the market.


Hasbro’s Beyblades was the top advertised product in the last recorded week in our chart. The campaign totalled 161 CH TVRs, 17 per cent more than the next largest campaign (which was Magic Box Bungees with 134 TVRs).


Here we compare the top ten advertising campaigns from Jan 1st-Feb 19th. The size of the bubble indicates the size of the campaign in terms of number of CH TVRs. The further to the right the bubble sits determines how young the focus audience of the campaign was. The higher the bubble sits determines how ‘boy’ focused the campaign was.


Lego Friends was the most heavily advertised campaign, with its focus being gender neutral and skewing towards a younger audience. Brands such as Barbie, Polly Pocket and Zoobles target a younger, more girl focused audience.


Hasbro’s Beyblades is placed firmly in the older children portion, achieving a gender neutral audience profile.


Size of bubble = Relative campaign size (CH TVRs)


Beyblades and Bakugan sit apart from each other, interesting considering the target market is similar.


Toy News PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk


APRIL 2012


8 Jan 12 / 9 jan 11


15 Jan 12 / 16 jan 11


22 Jan 12 / 23 Jan 11


29 Jan 12 / 30 Jan 11


5 Feb 12 / 6 Feb 11


12 Feb 12 / 13 Feb 11


19 Feb 12 / 20 Feb 11


2012 vs 2011- +34%


Year-on-year % change in T&G Actual CH TVRs


CH TVRs


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