Mattel regained its usual spot at the top of the share chart in March after a comparatively quiet February, more than doubling its estimated spend share ahead of Hasbro. The big two dominate again with 23 campaigns from each picked up by the Thomson monitoring system.
The early Easter brought many advertisers out of their new year slumber and saw campaign expenditure in March up on February by a factor of nearly six.
To read the analysis in full, head over to the Spotlight section.
Statistics provided by Thompson Intermedia PLC.