Generation Media takes a look back on the toy firms and brands that gained the most TV advertisement coverage over the past 11 months, from January to November 2012
n Here we examine the biggest advertisers and toy ad campaigns of the year.
n The top advertiser of 2012 so far is Mattel with 23,054 actual kids’ TVRs, gaining a total share of voice (SOV) of 16.2 per cent. This is 10.2 percentile points above that of the fifth largest toys and games advertiser, Character Options (with a six per cent SOV).
n Advertisers such as MGA Entertainment have experienced a noticeable upsurge in activity
compared to 2011, with its total kids’ TVRs increasing by 69.7 per cent year on year.
n On the other hand, some advertisers have recorded a decrease in total TVRs. For example, Character Options and Spin Master have registered less in 2012 compared to the same period in 2011 (minus 27 per cent and minus 35 per cent respectively).
n The top campaign for January to November 2012 was LEGO Friends, delivering 1,830 kids’
TVRs. This campaign accounts for 17 per cent of LEGO’s total kids delivery in the toys and games market, but still only 1.29 per cent of the overall market.
n Pokémon Trading Cards rank within the top ten campaigns YTD, but not by advertiser. This is due to the advertiser focusing on one campaign compared to Hasbro, Flair and Mattel who have a variety of products on air.