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 (2011 VS 2012): MAY 23rd – JUNE 24th
The above chart illustrates the year-on- year percentage change of kids’ TVRs within the toys and games market, for the period May 23rd to June 24th, 2011 versus 2012 (a TVR is one per cent of a target audience. A campaign can top 100 TVRs if duplicated viewing is accounted for).
Four weeks out of the recorded five have shown a decline in TV advertising for toys and games. However, the boost in TVRs for the week ending June 10th 2012 resulted in a year-on-year decrease of only 0.4 per cent. This doesn’t necessarily mean that spend is down, just that kids are potentially seeing fewer toy ads.
2012 kids’ TVRs
There was a 79 per cent year-on-year increase in ad pressure for the week ending June 10th 2012, versus 2011. The upturn is a result of a 43 per cent growth in the number of campaigns on air (37 to 53) with average kids’ TVRs per campaign increasing by 23 per cent year-on-year.
Hasbro’s Nerf campaign was the top advertised toy product for three of the last five weeks of recorded data. The campaign totalled 162 kids’ TVRs during the week ending June 10th, 2012 , gaining an 8.2 per cent share of voice. The four- year-old to nine-year-old boys delivery for this campaign stood at 277 TVRs.
WHERE HAVE TOYS AND GAMES ADVERTISERS BEEN SPENDING THEIR MONEY? (JANUARY 1ST – JULY 17TH 2012)
2011
0.77% 0.48%
0.84% 5.33% 1.02% 2012 0.01% 2.17% 4.04%
This month we explore which media attracts the largest share of the toys and games marketing spend during the period from January 1st to July 17th (2012 versus 2011).
Unsurprisingly, TV, with its lower entry costs and retail importance, gained the largest portion of toys and games budgets, increasing spend year-on-year by 20 per cent (£22.7m in 2011 to £27.4m in 2012).
Press holds the second largest percentage with 4.04 per cent in 2012. However this has dropped by 1.29 percentile points since 2011.
92.58% 92.76%
Due to the increasing variety of sites catering to different target audiences, online advertising is proving an effective way to find incremental coverage. Advertisers have committed more spend to digital year-on-year (from £207,000 in 2011 to £643,000 in 2012).
TV Press Internet Cinema Other
‘Other’ media types include outdoor, radio, direct mail and door drops. Playmobil introduced door drops to its marketingmix in 2012, making them the only recorded toys and games advertiser to use this media type year-to-date.