Spending bottoms out as Christmas looms into view

A slight recovery in the amount of spend for September. After a drop below the £2m mark last month, the total monitored advertising spend climbed back to £1.9m. The number of campaigns also climbed from 63 last month, as the summer slowdown bottomed out, back up to 127 for August.
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Mattel’s spend share is down slightly on last month at just over 20 per cent but it’s Hasbro that has really slackened off, falling behind Vivid Imaginations which took nearly 12 per cent of the spend this month as its lent its weight to its Animal Hospital line, but mainly it was its backing of the Crayola range which took up the majority of its marketing budget. Perhaps it’s testament to the poor weather we’ve been, when it would normally have been putting it all behind giant water slides. In fact, Hasbro Nerf Dart tag aside, is there a single proper outdoor product in the rundown.

MGA is still spending, with campaigns for both Zapf and MGA taking its share up to nearly six per cent this month, which takes it up into a healthy fourth place in the share table ahead of Character Options, which is another firm putting weight behind its art and craft products at the moment with its GR8 Art range. After a quiet previous month, Drumond Park has gatecrashed the table with campaigns for its Britain’s Got Talent and Rubiks Cube among others. A total of seven different campaigns in all, in fact.

From here on in we should start to see spend accelerate its climb in the run up to Christmas. Last September’s spend figure was three times that of the previous month. So we will see next issue how confident the market is feeling about Christmas trading conditions. Mattel in particular kicks into overdrive around September, grabbing nearly half of all spend share. Forget the weather, the figures show summer (if it ever really began) is over and it’s about to start getting interesting.


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