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 28th FEBRUARY – 3RD APRIL 2011 V 2012 Year-on-year % change in T&G CH TVRs 2012 CH TVRs
3000 2500 2000 59% 39% 30% 17% 0 Week Ending 6 Mar 11/ 4 Mar 12
The above illustrates the YOY percentage change of Actual CH TVRs in the market from Feb 28th to April 3rd 2011 vs 2012. Each week has shown increases, giving in a YOY uplift of 36 per cent.
13 Mar 11/ 11 Mar 12 20 Mar 11/ 18 Mar 12
There was a 35 per cent YOY increase in ad pressure in the last recorded week (ending April 1st) with 86 campaigns on air in 2012 compared to 56 in 2011. The influx of campaigns on air is no doubt
27 Mar 11/25 Mar 12
due to Easter holidays beginning the following week. However, a change in the average number of TVRs per campaign was also evident, with a 13 per cent year- on-year decrease, from 31 to 27 CH TVRs.
TOTAL NUMBER OF VIEWING OCCASIONS FOR THE TOYS AND GAMES MARKET 3 Apr 11/ 1 Apr 12
Pokemon Trading Cards was the top advertised product in the last recorded week (ending April 1st). The campaign totalled 88 CH TVRs, gaining a 3.7 per cent share of voice.
This month we evaluate the cumulative activity of the toys and games TV market. Each time we complete this analysis we will chart the course of 2012 against 2011 actual data.
Up until week ten, cumulatively toys and games advertising had tracked in line with 2011. However, from week 11 onwards we see a growth in toys and games advertising pressure vs 2011.
Through January to December 2011, toys and games adverts were potentially viewed almost 11 billion times in total. Unsurprisingly, 79 per cent of toys and games viewing in 2011 came from July onwards, with week 30 seeing a peak in viewing, with advertisers building up to Christmas.
Also, up to week 13 in 2012 there were a smaller amount of campaigns on air meaning on average campaigns were delivering higher average TVRs.
Assuming the growth in toys and games impacts continues we could see over 13 billion pairs of eyeballs (30-second impacts) viewing toys and games ads this year.