5,500 4,500 15,000 2011 kids’ TVRs 2012 kids’ TVRs 3,500 2,500 1,500 500 -500 Week Ending Aug 7th 2011 / Aug 5th 2012 Aug 14th 2011 / Aug 12th 2012 Aug 21st 2011 / Aug 19th 2012 2011 kids’ TVRs
The above chart illustrates the year- on-year percentage change of kids’ TVRs within the toys and games market, from August 1st to September 2nd in 2011 and 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, resulting in a year- on-year decrease of 12 per cent over the same period last year. This does not necessarily mean that spend is down, just that kids are potentially seeing fewer toy ads.
2012 kids’ TVRs
There was a 14 per cent year-on-year increase in ad pressure for the week ending August 26th. This was due to the fact that there was an upsurge in the number of campaigns on air (120 to 107), with kids’ TVRs per campaign remaining static (33 TVRs), compared to the same week in 2011.
The chart to the right demonstrates how TV coverage can quickly convert to generating online interest. The bars indicate the TVR activity for two selected TV campaigns. The lines represent the uplift in searches for the toys in question during 2012.
As we have seen in previous analysis (PlayTime, ToyNews’ September issue) TV continues to hold the largest share of advertising spend. However, in 2012, greater volumes of spends are being invested into digital advertising platforms as a direct route to purchase.
Spin Master Zoobles is the sixth most viewed toys and games campaign of 2012 so far. The product was advertised on TV for six out of the eight recorded months, with each coinciding with an rise in searches for Zoobles on Google.
HOW TV ADVERTISING GENERATES ONLINE INTEREST Spin Master Zoobles
250 200 150 100 50 0
450 400 350 300 250 200 150 100 50 0
The Argos Chad Valley campaign was the top advertised product for two of the last five weeks of recorded data. The campaign totalled 160 kids’ TVRs and 164 kids’ TVRs during week ending August 26th and September 2nd, 2012.
Generation Media takes a look at how TV advertisements for toys are performing compared to this time last year, and explains how these ads are driving more kids to specific brand websites
WEEKLY TOYS AND GAMES MARKET DYNAMICS (2011 VS 2012): AUGUST 1st – SEPTEMBER 2nd
Build A Bear Workshops
A proportion of this search traffic could be attributed to other marketing activity. However, the fact that searches had a sharp uplift in the months when TV activity aired, demonstrates the
potential effect TV can have when supporting a product. This effect is also evident with campaigns such as Build a Bear workshops, where clear spikes in Google searches are apparent when
campaigns go live. Two key examples of this are during February and August. Both of these months demonstrate clear correlations between TV ads and online traffic.