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 MARCH – 1ST MAY 2011 V 2012
The above chart illustrates the year-on- year % change of Actual CH TVRs from March 28th - May 1st 2011 vs 2012 (A TVR is one per cent of a target audience).
Three weeks out of the recorded five, have shown increases in TV advertising
for T&G, resulting in a year-on-year uplift of seven per cent.
There was an 86 per cent and 13 per cent year-on-year increase in ad pressure in the two weeks of Easter school holidays (week ending April 8th and 15th)
with 135 and 130 Toys & Games campaigns on air respectively. However, the number of campaigns on air fell by 73 per cent (130 to 75) in the following week (week ending April 22nd) which could be a consequence of advertisers coming off air once the new school term begins.
SEASONALITY OF THE TOYS AND GAMES TV ADVERTISING MARKET
Panini’s Adrenalyn Euro campaign was the top advertised product for two of the last five weeks of recorded data.
Hasbro’s Battleships campaign was the top advertised product in the last recorded week (week ending April 29th).
As a percentage of all TV advertising seen by children, Toys & Games enjoyed a 1.3 percentile point increase in Jan-April 2012 vs 2011 and a 2.5 percentile point increase vs 2010.
March 2012 has shown the largest YOY difference, with Toys & Games representing 11.1 per cent of all TV advertising seen by children in 2012 compared to 7.7 per cent in March 2011, due to a 29 per cent YOY increase in no. of campaigns on air vs 2011 (96 vs 124).
Conversely more campaigns were on air in April 2011 compared to the same month in 2012 (171 vs 165) perhaps a resultant factor of the Royal Wedding in April 2011.
Although the number of campaigns decreased YOY, the level of CH Eq. TVRs per campaign increased from 69 to 77.
Campaigns such as Innovation’s HexBug (370 CH Eq. TVRs) Hasbro’s Battle Ships (328 CH Eq. TVRs) and Panini’s Adrenalyn Euro campaign (308 CH Eq. TVRs) drove the market in April 2012.