toys & games av update: full year 2020 - generation media
TRANSCRIPT
Toys & Games AV Update:Full Year 2020
Contents
1. Executive summary2. Toys & Games Advertising Total Market Dynamics3. UK TV (linear)
a) Audience dynamicsb) Advertiser demand
4. Ireland TV (linear)a) Audience dynamicsb) Advertiser demand
5. YouTube Top 10s
TV Sales Houses – Colour Key
Executive Summary
Toys & Games AV Update - Executive Summary
SVOD accounts for 31% of viewing occasions (2-9 year olds), with Linear TV (23%)
and Online Video (21%) placing 2nd
and 3rd.
Children (4-15) spent 20% less time watching linear TV in Q4
(2020 vs. 2019) –c.1.5 hours YoY.
Sky Kids control almost two thirds
of commercial children’s impacts
following the closing of Disney
channels.
UK Toys & Games ad. spend
decreased an est. -31% YoY (2020 vs.
2019) – c.£40m YoY.
Digital media accounted for an est. quarter of all UK Toys & Games ad. spend in 2020.
24%
06:25
Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade January 2021
Toys & Games AV Update - Executive Summary cont.
Pop commanded the highest share
of children’s commercial
impacts in Q4 2020 (17%), in the UK.
Milkshake achieved the
highest unique reach for children
during Q4 2020 (4.4%), in the UK.
Cocomelon is the most viewed
“Made for Kids” YouTube channel
globally, and #2 of all YouTube
channels.
Spin Master ranked as the #1
advertiser in both the UK and Ireland
(10.6% and 12.3% SOV respectively).
L.O.L. Surprise ranked as the #1
campaign in both the UK and Ireland (1.4% and 6.0% SOV
respectively).
Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade January 2021
Toys & Games Total Advertising Dynamics
Despite a Strong Q1, Industry Reported Ad. Spend (All Media) for Toys & Games Advertisers Declined -31% YoY
-31%
2019: £129m
2020: £89m
Source: Nielsen Ad Intel January 2021
3.4
9.6
7.8
15.0
10.0
5.6 5.0
8.0
14.9
16.7
19.1
13.7
4.8
8.98.2
4.43.4 3.6
4.6
7.2
10.8
12.5 12.8
8.2
-80%
-60%
-40%
-20%
0%
20%
40%
60%
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
YoY
% ch
ange
in re
port
ed s
pend
Repo
rted
spe
nd (£
m)
Nielsen Ad Intel reported Toys & Games advertising spend 2019 vs. 2020
2019 2020 YoY
Digital Now Estimated to Account for a Quarter of All UK Toys & Games Ad. Spend
TV91.6%
Digital3.4%
Other5.0%
2019 Reported Toys & Games Ad. Spend Split
TV90.6%
Digital8.1%
Other1.3%
2020 Reported Toys & Games Ad. Spend Split
TV70.0%
Digital24.0%
Other6.0%
2020 GM est. Toys & Games Ad. Spend Split
Source: Nielsen Ad Intel/Generation Media January 2021*Other includes Cinema, Radio, Press, OOH, Direct Mail
Nielsen’s methodology does not reliably capture all Digital spends, especially Social Media, therefore Generation Media estimates are provided for a greater representation of market dynamics.
UK TV (linear)
Audience
-20%
Chi
ldre
n (4
-15)
wee
kly
view
ing
hour
s –
All T
V, c
omm
erci
al a
nd n
on-
com
mer
cial
TV
(Q4
2019 Q4
2020 Q4
08:03
06:25Source: MediaOcean/BARB January 2021
Despite Lockdown Restrictions, Children Spent Less TimeViewing Linear TV in 2020 (vs. 2019)
Chi
ldre
n (4
-15)
wee
kly
view
ing
hour
s –
All T
V, c
omm
erci
al a
nd n
on-
com
mer
cial
TV
(All
Year
)
2019 (Full Year)
2020 (Full Year)
07:17
06:43
-8%
-21% -25%-21% -25% -29%-17%
Children 4-6 Children 4-9 Children 7-12 Boys 4-9 Girls 4-9 HK+CH 0-3
Source: MediaOcean/BARB January 2021 – commercial children’s channels only
Audience Decline Accelerated Across Oct-Nov Following the Removal of Disney Channels in the UK
1st Jan-31st Dec, 2020 vs. 2019
-18% -17%
-11% -10%
-21%
-11% -11%
-30% -29%
-33%
-39%
-27%
-22%
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
-45%
-40%
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%Jan Feb Mar April May June Jul Aug Sep Oct Nov Dec YTD
Chi
ldre
n (4
-15)
equ
ival
ent i
mpa
cts
YoY
% ch
ange
in c
hild
ren
(4-1
5)
equi
vale
nt im
pact
s
YoY % change 2020 children equivalent impacts
Source: MediaOcean/BARB January 2021
Cartoonito Almost Doubled its Audience After it Improved its EPG Position, but Pop Retained its Status as the #1 Channel in the UK
1st Oct-31st Dec, 2020 vs. 2019
-35%
-12%-28%
-52%
-28% -27%
87%
-18%
-48%
27%
-27% -28%-49%
-83%
-37%
-100%
-50%
0%
50%
100%
16.9%
11.3%10.1% 9.8% 9.7%
7.6%7.0% 6.8%
5.7% 5.5% 5.3%
2.2% 1.6%0.3% 0.1%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
POP CARTOON NJRTOO CITVCHAN MILKSHAK NJR CARTNITO NICK TINYPOP NICKTOON BOOM POPMAX CITVBCH ITVB Little Be
Shar
e of
chi
ldre
n (4
-15)
equ
ival
ent
impa
cts
YoY%
cha
nge
in e
quiv
alen
t im
pact
s
Sky Kids65%
Turner24%
ITV11%
POP17%
NJRTOO10%
MILKSHAK10%
NJR8%
NICK7%
TINYPOP6%
NICKTOON6%
POPMAX2%
CARTOON11%
CARTNITO7%
BOOM5%
CITVCHAN10%
CITVBCH2%
ITVB0%
Little Be0%
1st Oct 2019 – 31st Dec 2019
Warner Media were the Biggest Beneficiaries of Disney’s Closure, but Sky Kids Remain the Dominant Supplier of Impacts
1st Oct 2020 – 31st Dec 2020
Source: MediaOcean/BARB January 2021
Sky Kids58%ITV
17%
Turner15%
Disney10%
POP17%
NJRTOO9%
MILKSHAK9%
TINYPOP7%
NJR7%NICK
5%
NICKTOON3%POPMAX
2%
CITVCHAN13%
CITVBCH2%
ITVB1%
Little Be1%
CARTOON8%
BOOM5%
CARTNITO2%
DISNYJNR4%
DISNEY4%
DISNEYXD1%
WarnerMedia
Warner Media
Warner Media
Boys skew
Girls skew
Younger Older
Source: MediaOcean/BARB Jan 2021
Pop’s Share of Viewing is Driven by its (Comparative) Broad Appeal to Boys and Girls
1st Oct -Dec 2020
POP
CARTOON
NJRTOO
CITVCHANMILKSHAK
NJR
CARTNITO
NICK
TINYPOP
NICKTOONBOOM
POPMAX
CITVBCH
ITVB
ITVbe
Milkshake’s Free To Air Advantage Means it Delivers the Highest Unique Reach of All Children’s Commercial Channels Despite its Limited Daypart
1st Oct-31st Dec 2020
Source: TechEdge/K2/BARB May 2020
1.5%
1.4%
4.4% 1.6%0.8%
0.8%1.7% 1.3% 0.4%
0.6%0.8% 0.3% 0.2%
0.4%
0.1%0%
5%
10%
15%
20%
25%
Chi
ldre
n (4
-15)
% re
ach
in c
omm
erci
al ti
me
Unique reach
Advertising
-19% -28%-22% -26% -25%-18%
Children 4-6 Children 4-9 Children 7-12 Boys 4-9 Girls 4-9 HK+CH 0-3
Toys & Games TV Advertising Peaked in October, However Weight of Activity was Over 1/3 Less than 2019
1st Jan-31st Dec, 2020 vs. 2019
-18% -16%
13%
-44%
-36%
15%10%
-32%-29%
-36% -39%
-30%-26%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Toys
& G
ames
chi
ldre
n (4
-15)
eq
uiva
lent
TVR
s
YoY % change 2020 CH Eq. TVRs
Source: MediaOcean/BARB January 2021
Spin Master were the Most Viewed Advertiser in 2020, with Only 2 of the top 10 in Growth YoY
Top 10 UK Toys & Games Advertisers, 1st Jan-31st Dec 2020, 62 Advertisers Total
8,194 CH eq. TVRs10.6% SOV-29% YoY
5,561 CH eq. TVRs7.2% SOV-4% YoY
4,301 CH eq. TVRs5.6% SOV-19% YoY
4,212 CH eq. TVRs5.5% SOV-51% YoY
4,200 CH eq. TVRs5.4% SOV-45% YoY
3,587 CH eq. TVRs4.6% SOV+17% YoY
3,498 CH eq. TVRs4.5% SOV+131% YoY
3,274 CH eq. TVRs4.2% SOV-2% YoY
2,949 CH eq. TVRs3.8% SOV-24% YoY
2,750 CH eq. TVRs3.6% SOV-23% YoY
1 2 3 4 5
6 7 8 9
Source: BARB/MediaOcean January 2021
10
1
MGA Produced the #1 and #2 Most Viewed Campaigns of 2020 Top 10 UK Toys & Games Campaigns, 1st Jan-31st Dec 2020, 460 Campaigns Total
1,067 CH eq. TVRs1.4% SOV
1,015 CH eq. TVRs1.3% SOV
943 CH eq. TVRs1.2% SOV
903 CH eq. TVRs1.2% SOV
903 CH eq. TVRs1.2% SOV
804 CH eq. TVRs1.0% SOV
773 CH eq. TVRs1.0% SOV
740 CH eq. TVRs1.0% SOV
721 CH eq. TVRs0.9% SOV
714 CH eq. TVRs0.9% SOV
1 2 3 4 5
6 7 8 9
Source: BARB/MediaOcean January 2021
MGA L.O.L. Surprise Hairvibes MGA L.O.L. Surprise O.M.G. Pokémon Trading Cards. Interplay My Fairy GardenOSMO Genius &
Creativity Starter Kits
Magic Box Super Zings Magic Box Moji Pops LEGO City Interplay Fablab Activity KitsMoose Toys Scruff A Luv &
Kindi Kids Combo
10
L.O.L. Surprise Hairvibes was the #1 New Campaign of 2020Top 10 UK New* Toys & Games Campaigns, 1st Jan-31st Dec 2020, 268 New Campaigns Total
1,067 CH eq. TVRs 714 CH eq. TVRs 697 CH eq. TVRs 679 CH eq. TVRs 594 CH eq. TVRs
584 CH eq. TVRs 536 CH eq. TVRs 524 CH eq. TVRs 522 CH eq. TVRs 457 CH eq. TVRs
1 2 3 4 5
6 7 8 9
Source: BARB/MediaOcean January 2021. *New campaign defined as registering no activity in 2019.
MGA L.O.L. Surprise HairvibesMoose Toys Scruff A Luv &
Kindi Kids ComboSpin Master DC Batman
Figures. MGA Na! Na! Na! Surprise IMC Bloopies Shellies
Little Tikes Mighty BlastersZAPF Baby Born Surprise
& Pets Magic Box Super Things Interplay Facepaintoos L.O.L. Surprise Remix
10
20” TVCs were Dominant, with 3 of the Top 10 Advertisers Opting Not to Use 10” TVCs.
Rank Advertiser 10” 20” 30” Other
1 Spin Master 20% 63% 17% 0%
2 MGA Entertainment 1% 84% 16% 0%
3 Mattel 0% 90% 10% 0%
4 Hasbro 15% 85% 0% 0%
5 Character Options 25% 54% 20% 0%
6 John Adams 0% 7% 93% 0%
7 Interplay 3% 34% 38% 26%
8 ZAPF Creations 0% 24% 76% 0%
9 VTech 13% 39% 48% 0%
10 Goliath Vivid 12% 35% 53% 0%10"11%
20"51%
30"33%
Other5%
Total Toys & Games% of children’s equivalent impacts
Source: BARB/MediaOcean January 2021
UK Linear TV Summary
1. Children (4-15) spent 20% less time watching Linear TV in Q4 2020 compared to 2019 – equivalent to more than 90 minutes.
2. Pop finished Q4 as the #1 children’s channels (ranked by children’s commercial impacts), commanding a 17% share.
3. Cartoonito nearly doubled its audience in Q4 2020 (vs. 2019) following an improvement in EPG placement following the closure of Disney channels.
4. Sky Kids commanded almost two thirds of all commercial impacts (children’s specific channels/strands) in Q4 2020.
5. Toys & Games TV advertising (measured as CH eq. TVRs), declined by -26% YoY.
6. Spin Master finished the year as the #1 Toys & Games TV advertiser.
7. L.O.L. Surprise Hairvibes finished the year as the #1 TV campaign.
Ireland TV (linear)
Audience
-14%-11%
Children 4-9 HK+CH
Source: MediaOcean/TAM Jan 2021– commercial children’s channels only
Audience Decline in Ireland was Less Severe than the UK (-14% vs. -22%)
1st Jan-31st Dec 2020 vs. 2019
-36%-33%
-12%
11%
1%
-30%
-2%
-10% -11%
-3%
-14%
-22%
-14%
0
10000
20000
30000
40000
50000
60000
-40%
-30%
-20%
-10%
0%
10%
20%January February March April May June July August September October November December YTD
Chi
ldre
n (4
-15)
equ
ival
ent i
mpa
cts
(000
s)
YoY
% ch
ange
in c
hild
ren
(4-1
5)
equi
vale
nt im
pact
s
YoY % change 2020 eq. impacts
Source: MediaOcean/TAM Jan 2021
Converse to the UK, Free To Air Availability did not Offer Advantage to RTE2 as it Produced the Largest YoY Decline
1st Oct-31st Dec 2020 vs. 2019
30.0%
24.6% 23.8%
13.0%
7.6%
1.0%0%
5%
10%
15%
20%
25%
30%
35%
INICK INJRTOO INJR INICKTOO RTE2 VMTHREE
Shar
e of
chi
ldre
n (4
-15)
eq
uiva
lent
impa
cts
-4%
-20%
-1%
-18%
-45%
-2%
-50%
-40%
-30%
-20%
-10%
0%
YoY
% c
hang
e in
chi
ldre
n (4
-15)
equ
ival
ent i
mpa
cts
Advertising
Toys & Games TV Advertising Decline was Faster in Ireland than the UK (-35% vs. -26%), Despite Stronger Audience Performance on the Key Channels (-14% vs. -22%)
1st Jan-31st Dec 2020 vs. 2019
Source: TAM/MediaOcean January 2021
-36%-31%
Children 4-9
HK+CH
-15%
-32%
-22%
-47%
-64%
-43%
0%
-30%
-21%
-32%
-40%
-49%
-35%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Toys
& G
ames
CH
eq. T
VRs
YoY
% ch
ange
in T
oys
& G
ames
CH
eq.
TVRs
YoY % change in CH eq. TVRs 2020 CH eq. TVRs
The Top 4 TV Advertisers in Ireland were the Same as the UKTop 10 Ireland Toys & Games Advertisers, 1st Jan-31st Dec 2020, 42 Advertisers Total
3,798 CH eq. TVRs12.3% SOV-44% YoY
3,426 CH eq. TVRs11.1% SOV-15% YoY
2,831 CH eq. TVRs9.2% SOV+33% YoY
2,206 CH eq. TVRs7.2% SOV
-40% YoY
2,017 CH eq. TVRs6.5% SOV+161% YoY
1,462 CH eq. TVRs4.7% SOV-38% YoY
1,333 CH eq. TVRs4.3% SOV+43% YoY
1,267 CH eq. TVRs4.1% SOV-32% YoY
969 CH eq. TVRs3.1% SOV-51% YoY
946 CH eq. TVRs3.1% SOV-75% YoY
1 2 3 4 5
6 7 8 9 10
Source: TAM/MediaOcean January 2021
As per the UK, MGA Produced the #1 and #2 Most Viewed TV Campaigns in Ireland
Top 10 Ireland Toys & Games Campaigns, 1st Jan-31st Dec 2020, 229 Campaigns Total
1,839 CH eq. TVRs6.0% SOV
867 CH eq. TVRs2.8% SOV
717 CH eq. TVRs2.3% SOV
653 CH eq. TVRs2.1% SOV
614 CH eq. TVRs2.0% SOV
607 CH eq. TVRs2.0% SOV
512 CH eq. TVRs1.7% SOV
476 CH eq. TVRs1.5% SOV
467 CH eq. TVRs1.5% SOV
405 CH eq. TVRs1.3% SOV
1 2 3 4 5
6 7 8 9
Source: TAM/MediaOcean January 2021
L.O.L. Surprise Poopsie Slime Surprise Spin Master Paw Patrol Hatchimals Baby Born
Moose Toys Scruff A Luvs Interplay My Fairy Garden MGA Na! Na! Na! Surprise Interplay Fablab Activity Kits Spin Master Bakugan
10
Ireland Linear TV Summary
1. Children’s commercial impacts in Ireland declined by -14% YoY, compared to -22% for the UK.
2. Sky Kids Ireland accounted for 91% of all children’s commercial impacts in Q4 (children’s specific channels/strands).
3. Nickelodeon was the most popular channel in Ireland, commanding a 30% share of all commercial impacts.
4. Toys & Games advertising declined by -26% YoY, exactly the same decline produced in the UK.
5. As per the UK, Spin Master finished the year as the #1 Toys & Games TV advertiser.
6. As per the UK, L.O.L. Surprise finished the year as the #1 campaign.
YouTube Top 10s
SVOD Commands the Largest Share of Viewing Occasions, with Online Video (YouTube) and Linear TV Trading Places for Second
2-9 year olds, Viewing Occasions, “How did you watch it?”
23%21%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 (October2020)
% of
vie
win
g m
inut
es
Live TV Online Video SVOD
Source: Giraffe Insights Kids and the Screen, question: “How did you watch it?”, Base: Occasions: All waves 2-9 year olds – 75,001
For the first time since the KATS study began, Linear TV’s share of viewing occasions did not decline wave on wave as it replaced YouTube at #2. SVOD services continue to
command the largest share of children’s attention.
“Made for Kids” Content Hold a Prominent Position in the Global YouTube Landscape
Rank Channel Subs.Subs.
Growth (last 30 days)
Daily Avg. views
(last 30 days)
1 T-Series 170m +3m 125m2 Cocomelon 104m +2m 104m3 SET India 95m +2.6m 84m4 Sony SAB 44.9m +1.7m 70m5 Kids Diana Show 73.8m +1.6m 68m6 Like Nastya 68.5m +1.7m 63m7 Vlad and Niki 62.1m +1.4m 61m8 Zee TV 56.2m +1.2m 55m9 Colors TV 34.7m +1.6m 54m10 MovieClips 49.2m +1m 48m
Rank Channel Subs.Subs.
Growth (last 30 days)
Global Daily Avg. views
(last 30 days)
1 Cocomelon 104m +2m 104m2 Kids Diana Show 73.8m +1.6m 68m3 Like Nastya 68.5m +1.7m 63m4 Vlad and Niki 62.1m +1.4m 61m5 Toys and Colors 28.7m +600k 37m6 D Billions 5.5m +1m 34m7 Super JoJo 13.9m +1.5m 32m8 Pinkfong! 44m +1.1m 29m9 LooLoo Kids 39.3m +1.1m 27m10 Little Angel 20.8m +800k 25m
Top 10 Channels Globally, All Categories, Ranked by Daily Avg. Views: Top 10 Channels Globally, “Made for Kids”, Ranked by Daily Avg. Views:
Source: Social Blade, data accurate as of 04.02.2021
Cocomelon continues to dominate the “Made for Kids” YouTube landscape, amassing the most subscribers and views in the past 30 days. This means it is also the 2nd most successful YouTube channel across all categories.
The growth of D Billions despite its relatively small subscriber base marks it out as one to watch in the coming months.
1 2 3 4 5
Ones to watch –Top 10 Global “Rising” Entertainment Channels
Rank Channel Subs.Subs.
Growth (last 30 days)
Global Daily Avg. views
(last 30 days)
1 Cocomelon 104m +2m 104m
2 Kids Diana Show 73.8m +1.6m 68m
3 Like Nastya 68.5m +1.7m 63m
4 Super JoJo 13.9m +1.5m 32m
5 Vlad and Niki 62.1m +1.4m 61m
6 Pinkfong! 44m +1.1m 29m
7 LooLoo Kids 39.3m +1.1m 27m
8 D Billions 5.5m +1m 34m
9 Little Angel 20.8m +800k 25m
10 BabyBus 22.7m +800k 25m
The market leaders show no sign of slowing down, with the top 3 channels
(ranked by subscribers alone), averaging over 1.5m subscribers added in the last 30
days.Super JoJo marks itself out as one to
watch by adding over 1.5m subs in the past 30 days – over 10% of its total subs
base. Only D Billions has a higher percentage.
Source: Social Blade, data accurate as of 04.02.2021
Top 10 Channels Globally, Entertainment, Ranked by Subscriber Growth:
The View from the UKTop 10 “Made for Kids” Channels Originating in the UK
Rank Channel Subs.Subs.
Growth (last 30 days)
Global Daily Avg. views
(last 30 days)
1 The Dad Lab 1.8M +200K 4.5M
2 Ruby and Bonnie 4.9M +150K 3.4M
3 Gaby and Alex 16.9M +100K 3.3M
4 Steve and Maggie 4.4M +70K 2.8M
5 Mister Maker 1.24M +130K 1.8M
6 Play Dolls 1.17M +120K 1.7M
7 Toddler Fun Learning 1.68M +50K 1.6M
8 More Emily Tube 4.9M +140K 1.4M
9 PlayToys 6.97M +110K 1.3M
10 Learn with Twinkle 1.49M +70K 1.1M
The Dad Lab is the leading UK based channel, recording an
average of 4.5m daily views in the last 30 days. This is however less
than 5% of Cocomelon’s daily total.
Source: Social Blade, data accurate as of 04.02.2021
Top 10 Channels Originating in the UK, “Made for Kids”, Ranked by Daily Avg. Views:
“TV” Channels Getting in on the ActionTop 10 TV Broadcaster Channels (UK Based)
Rank Channel Subs.Subs.
Growth (last 30 days)
Global Daily Avg. views
(last 30 days)
1 Disney Channel UK 8.55M +620K 15.0m
2 Cartoon Network UK 7.7M +210K 7.5M
3 Disney Junior UK 9.6M +210K 6.4M
4 Nickelodeon UK 5M +140K 4.9M
5 Boomerang UK 5.77M + 110K 2.8M
6 CBeebies 1.72M +30K 3.3M
Following the closure of Disney’s linear channels in the UK, Disney
Channel UK is dominant, achieving 2x more daily views
than its next closest competitor –Cartoon Network UK.
Source: Social Blade, data accurate as of 04.02.2021*Channel names only, excluding programming led channels e.g. Ben 10
Top 6 Channels UK Based, TV Broadcaster Published Channels*, Ranked by Daily Avg. Views:
Executive Summary
Toys & Games AV Update - Executive Summary
SVOD accounts for 31% of viewing occasions (2-9 year olds), with Linear TV (23%)
and Online Video (21%) placing 2nd
and 3rd.
Children (4-15) spent 20% less time watching linear TV in Q4
(2020 vs. 2019) –c.1.5 hours YoY.
Sky Kids control almost two thirds
of commercial children’s impacts
following the closing of Disney
channels.
UK Toys & Games ad. spend
decreased an est. -31% YoY (2020 vs.
2019) – c.£40m YoY.
Digital media accounted for an est. quarter of all UK Toys & Games ad. spend in 2020.
24%
06:25
Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade January 2021
Toys & Games AV Update - Executive Summary cont.
Pop commanded the highest share
of children’s commercial
impacts in Q4 2020 (17%), in the UK.
Milkshake achieved the
highest unique reach for children
during Q4 2020 (4.4%), in the UK.
Cocomelon is the most viewed
“Made for Kids” YouTube channel
globally, and #2 of all YouTube
channels.
Spin Master ranked as the #1
advertiser in both the UK and Ireland
(10.6% and 12.3% SOV respectively).
L.O.L. Surprise ranked as the #1
campaign in both the UK and Ireland (1.4% and 6.0% SOV
respectively).
Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade January 2021
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