Research from Thomson Intermedia showed the total spend on toy advertising down by 60 per cent month on month, during July and August. TMI’s vice-president Simon Cox told ToyNews the firm had enjoyed one of its best ever Augusts.
“Our August performance was up 27 per cent on last year,” he said, “which is very pleasing. I actually think the market is quite buoyant, we’re doing a lot of solus activity and non-spot stuff.
July was up three per cent year on year according to Cox.
“We’re constantly working, right through the year now. We responded to 30 specific briefs by advertisers of which 20 have already been converted into autumn campaigns.
“The bottom line is in terms of July, whilst the analysis said the market was soft we saw very positive growth and we’re working hard to drive spot air-time. Autumn is looking very busy. Some advertisers might think ‘the market is soft, so I’ll go in late’, but I would say they might be disappointed if they did that.”