The above chart demonstrates the year-on-year % change of Actual CH TVRs within the toys and games market. (A TVR is one per cent of a target audience. A campaign can top 100 TVRs if viewers saw it more than once). Each week, excluding week ending February 26th has shown an increase in TV advertising for T&G, resulting in a year-on-year uplift of
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 14th FEBRUARY – 20TH MARCH 2011 V 2012 Year-on-year % change in T&G CH TVRs 2012 CH TVRs
46% 27 Feb 11/ 26 Feb 12 6 Mar 11/ 4 Mar 12
11 per cent. This does not necessarily mean that spend is up, just that kids are potentially seeing more toy ads.
During the one week of decline (week ending Feb 26th) there were 53 toys and games campaigns on air compared to 103 in 2011. The year-on year decline is most likely due to the half term holiday falling
TOP 10 YTD CAMPAIGNS (Jan 1st - March 20th 2011 vs 2012)
11500 12000 12500 13000 13500 14000 14500
Feb 14th - Mar 20th ‘11 vs ‘12
2011 CH TVRs 2012 CH TVRs 13 Mar 11/ 11 Mar 12
a week later than 2011. There was little change in the average number of TVRs per campaign. This increased by four per cent year- on-year, from 41 to 43 TVRs.
Each week since has seen growth due to campaigns such as Pokémon Trading Cards and Panini Adrenalyn.
20 Mar 11/ 18 Mar 12
Panini Adrenalyn was the top advertised product in the last recorded week. The campaign totalled 138 CH TVRs, ten per cent more than the next largest campaign (Hasbro Star Wars with 123 TVRs) gaining a 5.4 per cent share of voice.
4500 4000 3500 3000 2500 2000 1500 1000 500 0
Here we examine the biggest campaigns of 2012 and how they compare to 2011 (Jan 1st-March 20th). The combined TVRs of the top ten is currently 25 per cent above that for 2011 in the same period. It is clear that the gap between the smaller and larger campaigns has increased. The total share of voice (SOV) of 2012’s top ten is also indicative of this. At 22 per cent, it is nearly four percentile points above 2011’s combined 18.2 per cent.
The difference is more apparent when comparing individual campaigns. For example, the fourth largest campaign of 2011, for Marto Magic’s Crazy Bones, would not even have featured in 2012’s top ten. 2011’s top campaigns Spin Master’s Bakugan and Zoobles have decreased in total TVRs vs 2011 by eight per cent and 2.5 per cent respectively. Other advertisers such as Pokémon Trading Cards have increased TVR amounts year-on-year (305 to 373).