2,500 2,000 1,500 2,515.7 1,000 1,215.1 500 0 Week Ending July 3rd 2011 / July 1st 2012 July 10th 2011 / July 8th 2012 July 17th 2011 / July 15th 2012 2011 kids’ TVRs
The above chart illustrates the year-on- year percentage change of kids TVRs within the toys and games market across the period June 27th to July 29th, 2011 vs 2012 (a TVR is one per cent of a target audience. A campaign can top 100 TVRs if duplicated viewing is accounted for).
Three 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 July 22nd and July 29th 2012 resulted in a year-on-year increase of one per cent. This does not necessarily mean that spend is up, just that kids are potentially seeing more ads.
2012 kids’ TVRs
There was a 23 per cent year-on-year increase in ad pressure during the week ending July 29th. Although there was a downturn in the number of campaigns on air (112 to 72), kids TVRs per campaign increased by 90 per cent (18 to 34 TVRs), compared to the same week in 2011.
Flair’s Monsuno campaign was the top advertised product for two of the last five weeks of recorded data. The campaign totalled 139 kids TVRs and 145 kids TVRs during week ending July 22nd and July 29th 2012 respectively, gaining 10.4 per cent and 5.7 per cent share of voice over the respective weeks.
PROJECTING THE YEAR-ON-YEAR GROWTH IN TOYS AND GAMES TV ADVERTISING
By studying historical trends in the toys and games market, we can attempt to estimate how much the market might grow this year. By determining what percentage of airtime was deployed from January to July across the last seven years, then generating an average from these distributions, we can expect that potentially 64.1 per cent of toys and games kids equivalent TVRs (based on 30-second ads) will occur during August to December 2012.
35.4% 2005 34.9% 2006 37% 2007 January – July 2012 40.7% 33.1% 2008 2009 34.7% 2010 August – December 2012 (estimate) 35.2% 2011 35.9% 2012
If this were to be the case, we estimate the toys and games market could grow by 8.3 per cent year-on-year in 2012, in terms of equivalent kids’ TVRs. However, there are best and worst case scenarios. If the August to December period this year reflects the lowest point of the last seven years (2008), then the market could decline by 4.6 per cent. But if the period reflects the highest point (2009), then growth could be as much as 17.3 per cent.
OCTOBER 2012 July 24th 2011 / July 22nd 2012 July 31st 2011 / July 29th 2012 761.6 1,333.2 1,122.7 827.6 853.9 735.5 862.4 2,051.5
6,080 6,100 6,120 6,140
6,060 2011 kids TVRs 2012 kids TVRs
TV commercials advertising toys and games reached just one per cent more of their target audience in July year-on-year. But how can we expect the rest of 2012 to shape up? Generation Media explains…
WEEKLY TOYS AND GAMES MARKET DYNAMICS (2011 VS 2012): JUNE 27th – JULY 29th