TV Trends - Adspend analysis - ToyNews

TV Trends - Adspend analysis

Mattel has regained its usual spot at the top of the share chart this month after a comparatively quiet February, more than doubling its estimated spend share ahead of Hasbro.
Author:
Publish date:
5_ThomasTheTankEngine.jpg

PRODUCT SPEND (March '08)
Postion > Advertiser > Product > Spend Share

1. RC2 - TAKE ALONG THOMAS RACE SET (3.83%)
2. MATTEL - CUDDLE & COO DOLLS (2.90%)
3. CHARACTER OPTIONS - BOYS 1 (2.88%)
4. MATTEL - BARBIE MARIPOSA BUTTERFLY FAIRYS (2.73%)
5. HASBRO - NIGHT GARDEN IGGLEPIGGLE (2.69%)
6. MATTEL - BARBIE MARIPOSA DOLL (2.68%)
7. MATTEL - HOT WHEELS TORNADO TRACK (2.61%)
8. MATTEL - BARBIE MARIPOSA KARAOKE WING (2.52%)
9. MATTEL - POLLY POCKET PET MOBILE (2.47%)
10. MATTEL - HOT WHEELS TRICK TRACKS (2.46%)
11. FLAIR - GORMITI (2.21%)
12. MATTEL - POLLY POCKET SPARKLIN PETS (2.09%)
13. MATTEL - BARBIE TOTALLY HAIR DOLLS (2.06%)
14. HASBRO - NERF DART TAG (2.02%)
15. MATTEL - BARBIE TOFFEE DOG & PUPPIES (1.98%)
16. TOMY - CELLA (1.76%)
17. MATTEL - GIRL TECH PASSWORD JOURNAL (1.75%)
18. MATTEL - HOT WHEELS CRASHERS CROSS ROADS (1.69%)
19. MATTEL - POLLY POCKET GLITTER GARAGE (1.66%)
20. HASBRO - LITTLEST PET SHOP VIPs (1.60%)
21. HASBRO - MY LITTLE PONY PONYVILLE (1.56%)
22. HASBRO - STAR WARS (1.56%)
23. BANDAI - TAMAGOTCHI (1.51%)
24. MATTEL - BARBIE RC ROLLER GIRLS DOLL (1.46%)
25. HASBRO - COSMIC CATCH (1.46%)
26. FLAIR - STICKER SCRATCHERZ (1.44%)
27. VIVID IMAGINATIONS - I LOVE PONIES (1.43%)
28. VIVID IMAGINATIONS - ANIMAL HOSPITAL (1.42%)
29. MATTEL - BARBIE PRINCESS DOLLS (1.41%)
30. MATTEL - CARS LIGHTING STORM (1.40%)

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.

A strong mixture of girls’ brands such as Polly Pocket and the current Barbie Mariposa incarnation, along with several Hot Wheels’ executions saw Mattel cover its bases with gift-giving ideas for Easter.

Hasbro, meanwhile, is still pushing pre-school hard with its In The Night Garden Iggle Piggle and Spin and See, plus a Playskool range campaign. In the boys category, possibly hoping for a bit of Easter sunshine (rather than snow) the spend was behind its Nerf Dart Tag campaign, which is also being well supported by a road-show tour.

RC2’s Take Along Thomas Race Set saw the biggest spend on a single campaign, ahead of Mattel’s Cuddle and Coo dolls and Character’s ads for its boys’ product range, placing it in a rare position at the top of the product spend list. Always a big pre-school favourit, RC2 is displaying great confidence in the Thomas Race Set adding weight to the argument you need to push hardest when the market is at its slowest.

Flair continues to drive on with its Gormiti boys’ collectables ranges and it will be interesting to see how its recent purchase by Gormiti owner Giochi Preziosi affects its spend going forward. Hopefully, it will mean a more sustained presence and an increased number of TVRs across its range. Elsewhere it has put Shaker Maker, Cool Cardz, Aqua Beadz and Sylvanian Families Bakery on air.

As for next month’s figures, who knows what affect the recent retail meltdown will have on budgets? Trading conditions were already tough, which often results in more vigorous marketing effort, but now they have become entirely uncertain, and that usually sees budget-holders preferring to keep their powder dry and their money close. A problem for media owners as much as the market in general.

TOP SPEND BY ADVERTISER (March '08)

MATTEL
1. Cuddle and Coo Dolls
2. Barbie Mariposa Butterfly Fairy Friends
3. Barbie Mariposa Doll
4. Hot Wheels Tornado Track
5. Barbie Mariposa Karaoke Wing

HASBRO
1. ITNG Iggle Piggle
2. Nerf Dart Tag
3. Littlest Pet Shop VIPs
4. My Little Pony Ponyville
5. Star Wars

FLAIR
1. Gormiti
2. Sticker Scratcherz
3. Cool Cardz
4. Shaker Maker
5. Aqua Beads

VIVID
1. I Love Ponies
2. Animal Hospital
3. Doodle Daisy
4. Roary the Racing Car
5. Fifi and The Flowertots

SPEND BY ADVERTISER (March '08)
Position > Advertiser > Spend Share

1. Mattel – 38.67%
2. Hasbro – 25.32%
3. Flair – 9.35%
4. Vivid Imaginations – 8.64%
5. Character Options – 4.71%
6. Bandai – 4.34%
7. RC2 – 3.83%
8. Tomy – 2.73%
9. Zapf Creation – 1.40%
10. Drumond Park – 0.54%

STATION MARKET SHARE SPLIT
(March '08)

Multi-channel – 46.25%
Five – 34.37%
GMTV – 16.94%
ITV – 2.43%

Figures supplied by Thompson Intermedia PLC

Related

5_InTheNightGarden.jpg

RETAIL TRENDS - Easter

Easter falling in March this year compared to April last year has boosted performance in the total traditional toy market. Value increased by nine per cent while volume sales grew by a staggering 17 per cent with average price declining from £5.56 to £5.21.

5_Ironman_b.jpg

RETAIL TRENDS - April '08

The British Retail Consortium reports that UK retail sales fell 1.5 per cent on a like-for-like basis, compared with April 2007, when sales were up 2.4 per cent helped by the warm, sunny Easter weekend...

5_Pocoyo.jpg

Turner bucks TV trend

Turner Media Innovations says it has bucked the summer slump in TV ad spend and has even saw a significant rise in one month.

5_Pocoyo.jpg

Trends set for TV debut

Trends UK is celebrating a milestone, with the creation of its first TV campaign for its National Geographic-branded Planetarium product.

kid tv resize 2.jpg

Sector guide: Christmas TV

Tisn’t quite the season to be jolly just yet, but toy firms have already ensured they’ll be joining It’s A Wonderful Life and the Doctor Who special on the small screen this Christmas. Billy Langsworthy takes a look at which companies are advertising what products, and where you can see them

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.