Transcript
Toys & Games AV Update:January - April 2021
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 10s6. Cinema is Back!
TV Sales Houses – Colour Key
Executive Summary
Toys & Games AV Update - Executive Summary
Children (4-15) spent 32% less time watching
linear TV per week (Apr 2021 vs. 2020)
Cocomelonremains the #1 “Made for Kids”
YouTube channel but has fallen to 4th in the overall
rankings
UK Toys & Games ad. spend
increased an est. 1% YoY (Jan-Apr
2021 vs. 2020) , driven by Apr
(+143%)
05:26
Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade May 2021
MGA ranked as the #1 advertiser in
the UK and in Ireland (13.4% and
25.7% SOV respectively)
Opening week cinema audiences
reached 90% of pre-pandemic
levels
+ 1%
Toys & Games Total Advertising Dynamics
Industry reported Ad. spend (All media) for Toys & Games advertisers increased by +1% YoY vs 2020
Jan-Apr 2020: £26.3m
Jan-Apr 2021: £26.5m
Source: Nielsen Ad Intel May 2021
Est. Toys & Games Spend: All media
Est.
spen
d (m
) YoY % Change4.8
8.98.2
4.4
2.8
6.96.1
10.7
-100%
-50%
0%
50%
100%
150%
200%
0
2
4
6
8
10
12
Jan Feb Mar Apr
Nielsen Ad Intel reported Toys & Games advertising spend Jan-Apr 2020 vs. 2021
2020 2021 YoY % Change
+ 1%
+ 143%-26%-22%-42%
UK TV (linear)
Audience
-13%
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
(Q1)
Jan-Mar 2020
Jan-Mar 2021
07:11
06:17Source: MediaOcean/BARB May 2021
Children’s Double Digit Viewing Time to Linear TV Continues, with April’s decline 2x Faster than Q1 Owing to 2020’s Lockdown
-32%
April 2020
April 2021
07:59
05:26
-11% -19%-14% -25% -6%-1%
Children 4-6 Children 4-9 Children 7-12 Boys 4-9 Girls 4-9 HK+CH 0-3
Source: MediaOcean/BARB May 2021 – commercial children’s channels only
Commercial Impacts on the Key Kids Channels Declined -15% Overall, However Girls were Slower to Migrate to Other Platforms (-2%)
1st Jan-30th Apr 2021 vs. 2020
-9%
-3%
-29%
-16%-15%
0
200000
400000
600000
800000
1000000
1200000
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%Jan Feb Mar Apr Total
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 2021 children equivalent impacts
Source: MediaOcean/BARB May 2021
Pop Dominates the Kids Commercial Landscape, whilst EPG Improvements Helped Cartoonito to Outperform Milkshake
1st Jan-30th Apr 2021 vs. 2020
21.7%
12.1% 11.8%9.8%
7.8% 7.1% 6.4% 5.5% 5.2% 5.2% 4.5%1.4% 1.2% 0.4%
0%
5%
10%
15%
20%
25%
Shar
e of
equ
ival
ent i
mpa
cts
(chi
ldre
n 4-
15)
-17% -19%
11% 12% 16%
-32% -27%
109%
-48%
-28% -22%
-43% -38%-55%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
YoY
% ch
ange
in e
quiv
alen
t im
pact
s (c
hild
ren
4-15
)
Sky Kids62%
Turner15%
ITV14%
Disney10%
Pop20%
NJR8%
Milkshake8%
Nick7%
Tiny Pop7%
Nicktoons6%
NJRToo5%
Pop Max2%
CN8%
Boomerang4%
Cartoonito2%
CITV12%
CITVB1%
ITVB1%
Disney Jr4%
Disney4%
Disney XD1%
Warner Media have been the Biggest Beneficiaries of Disney’s Retreat from Linear
1st Jan 2021 – 30th Apr 2021
Source: MediaOcean/BARB May 2021
1st Jan 2020 – 30th Apr 2020
Sky Kids65%
Turner22%
ITV14%
Pop22%
Tiny Pop10%
NJRToo8%
NJR7%Nick
6%
Milkshake5%
Nicktoons5%
Pop Max1%
CN12%
Cartoonito6%
Boomerang4%
CITV12%
CITVB1%
ITVB0%
Advertising
-4% -12%-8% -18% +5%+4%
Children 4-6 Children 4-9 Children 7-12 Boys 4-9 Girls 4-9 HK+CH 0-3
Girls and Pre-School Viewing to Toys & Games TV Campaigns has Grown YoY
1st Jan-30th Apr 2021 vs. 2020
Source: MediaOcean/BARB May 2021
-18%
-10%
-33%
15%
-11%
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
-40%
-30%
-20%
-10%
0%
10%
20%
Jan Feb Mar Apr Total
Chi
ldre
n (4
-15)
equ
ival
ent T
VRs
YoY
% ch
ange
in c
hild
ren
(4-1
5)
equi
vale
nt T
VRs
YoY % change 2021 children (4-15) equivalent TVRs
MGA #1 Toys & Games TV Advertiser Jan-Apr 202150% of the Top 10 in Growth YoY
Top 10 UK Toys & Games Advertisers, 1st Jan-30th April 2021, 54 Advertisers Total
2,860 CH eq. TVRs13.4% SOV+8% YoY
1,571 CH eq. TVRs7.4% SOV-27% YoY
1,378 CH eq. TVRs6.5% SOV-16% YoY
1,247 CH eq. TVRs5.8% SOV+119% YoY
1,230 CH eq. TVRs5.8% SOV-19% YoY
1,131 CH eq. TVRs5.3% SOV+59% YoY
982 CH eq. TVRs4.6% SOV+8% YoY
975 CH eq. TVRs4.6% SOV+47% YoY
814 CH eq. TVRs3.8% SOV-48% YoY
712 CH eq. TVRs3.3% SOV-49% YoY
1 2 3 4 5
6 7 8 9
Source: BARB/MediaOcean May 2021
10
1
Magic Box SuperThings #1 Toys & Games TV Campaign Jan-Apr 2021Top 10 UK Toys & Games Campaigns, 1st Jan-30th April 2021, 155 Campaigns Total
813 CH eq. TVRs3.8% SOV
597 CH eq. TVRs2.8% SOV
466 CH eq. TVRs2.2% SOV
449 CH eq. TVRs2.1% SOV
442 CH eq. TVRs2.1% SOV
412 CH eq. TVRs1.9% SOV
402 CH eq. TVRs1.9% SOV
368 CH eq. TVRs1.7% SOV
351 CH eq. TVRs1.6% SOV
335 CH eq. TVRs1.6% SOV
1 2 3 4 5
6 7 8 9
Source: BARB/MediaOcean May 2021
Magic Box SuperThingsRivals of Kaboom
MGA L.O.L. Surprise Remix
IMC Cry Babies Magic Tears Dolls Zuru Rainbocorns MGA L.O.L Surprise
Hashtag HairgoalsMGA LOL Suprise OMG
MGA Rainbow High Doll IMC I Love VIP Pets
ACE Mouse Early Learning Academy
10
Panini Adrenalyn XL Euro 2020
20” TVCs Predominant for UK Toys & Games Advertisers1st Jan-30th Apr 2021 vs. 2020
Rank Advertiser 10” 20” 30” Other
1 MGA ENTERTAINMENT 0% 76% 24% 0%
2 SPIN MASTER 10% 73% 17% 0%
3 HASBRO UK 26% 74% 0% 0%
4 IMC 47% 34% 12% 7%
5 MATTEL UK 0% 86% 14% 0%
6 ZURU 0% 51% 49% 0%
7 VIVID IMAGINATIONS 22% 50% 27% 0%
8 CHARACTER OPTIONS 17% 83% 0% 0%
9 MAGIC BOX INTERNATIO 61% 39% 0% 0%
10 ZAPF CREATION UK 0% 72% 28% 0%10", 14%
20", 58%
30", 25%
Other, 3%
Total Toys & Games% of children’s equivalent impacts
Source: BARB/MediaOcean May 2021
IMC was the only top 10 advertiser to run a TVC exceeding 30” with 180”
Ireland TV (linear)
Audience
-18%-37%
Children 4-9 HK+CH
Source: MediaOcean/TAM May 2021– commercial children’s channels only
Audience Decline on the Kids Commercial Channels More Severe in Ireland than the UK (-41% vs. -15%)
1st Jan-30th Apr 2021 vs. 2020
-23%
-32%
-46%
-55%
-41%
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
-60%
-50%
-40%
-30%
-20%
-10%
0%Jan Feb Mar Apr Total
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 2021 children equivalent impacts
Source: MediaOcean/TAM May 2021
Converse to the UK, NJR is Viacom’s Strongest Channel in Ireland Commanding One Third Audience Share
1st Jan-30th Apr 2021 vs. 202032.3%
19.2%17.9%
15.3% 14.6%
0.7%
0%
5%
10%
15%
20%
25%
30%
35%
INJR INICK INJRTOO INICKTOO RTE2 VMTHree
Shar
e o
f ch
ildre
n (4
-15)
eq
uiv
alen
t im
pac
ts
-8%
-60% -54%-43%
-24%
203%
-100%
-50%
0%
50%
100%
150%
200%
250%
YoY
% c
han
ge in
ch
ildre
n (4
-15)
eq
uiv
alen
t im
pac
ts
Advertising
Ireland Toys & Games TV Advertising Decline was 4x Faster than the UK (-44% vs. -11%)
1st Jan-30th Apr 2021 vs. 2020
Source: TAM/MediaOcean May 2021
-26%-42%
Children 4-9 HK+CH
-62%
-40%-44%
-38%-44%
0
1000
2000
3000
4000
5000
6000
7000
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%Jan Feb Mar Apr Total
Chi
ldre
n (4
-15)
equ
ival
ent T
VRs
YoY
% ch
ange
in c
hild
ren
(4-1
5)
equi
vale
nt T
VRs
YoY % change 2021 children (4-15) equivalent TVRs
MGA #1 Toys & Games TV Advertiser Jan-Ap 2021Only 30% of the Top 10 in Growth YoY (50% UK)
Top 10 Ireland Toys & Games Advertisers, 1st Jan-30th April 2021, 28 Advertisers Total
1,473 eq. TVRs25.7% SOV-14% YoY
1,116 CH eq. TVRs19.5% SOV+14% YoY
501 CH eq. TVRs8.8% SOV-58% YoY
417 CH eq. TVRs7.3% SOV-60% YoY
319 CH eq. TVRs5.6% SOV-20% YoY
239 CH eq. TVRs4.2% SOV-67% YoY
188 CH eq. TVRs3.3% SOV+77% YoY
186 CH eq. TVRs3.3% SOV-28% YoY
175 CH eq. TVRs3% SOV
+25% YoY
166 CH eq. TVRs2.9% SOV
0% YoY
1 2 3 4 5
6 7 8 9 10
Source: TAM/MediaOcean May 2021
MGA L.O.L. Surprise #1 Toys & Games TV Campaign Jan-Apr 2021 Top 10 Ireland Toys & Games Campaigns, 1st Jan-30th April 2021, 131 Campaigns Total
1070 CH eq. TVRs18.7% SOV
263 CH eq. TVRs4.6% SOV
189 CH eq. TVRs3.3% SOV
181 CH eq. TVRs3.2% SOV
174 CH eq. TVRs3% SOV
172 CH eq. TVRs3% SOV
170 CH eq. TVRs3% SOV
130 CH eq. TVRs2.3% SOV
130 CH eq. TVRs2.3% SOV
119 CH eq. TVRs2.1% SOV
1 2 3 4 5
6 7 8 9
Source: TAM/MediaOcean April 2021
L.O.L. Surprise Mattel Barbie Mattel DC Super Heroes Mattel Barbie ColourReveal Doll Mattel Cave Club
MGA Na! Na! Na! Surprise
10
Interplay FuzzikinsMGA Rainbow Cheer DollMattel Polly Pocket Mookie Robo Kombat
20” More Dominant in Ireland than the UK with Combos Less Favoured
1st Jan-30th Apr 2021 vs. 2020
Rank Advertiser 10” 20” 30” Other
1 MGA ENTERTAINMENT 0% 79% 21% 0%
2 MATTEL 0% 100% 0% 0%
3 SPIN MASTER 15% 56% 29% 0%
4 HASBRO IRELAND 29% 71% 0% 0%
5 VIVID IMAGINATIONS 35% 65% 0% 0%
6 INTERPLAY 0% 34% 50% 16%
7 VTECH ELECTRONICS 19% 32% 49% 0%
8 LITTLE TIKES 37% 63% 0% 0%
9 EPOCH MAKING TOYS LTD 0% 82% 18% 0%
10 MOOKIE TOYS 10% 12% 78% 0%10", 11%
20", 68%
30", 20%
Other, 2%
Total Toys & Games% of children’s equivalent impacts
Source: BARB/MediaOcean May 2021
Interplay was the only top 10 advertiser to run a TVC exceeding 30” with 14”
UK and Ireland Linear TV Summary
1. Children (4-15) spent 32% less time watching Linear TV in April 2021 compared to 2020 – understandable given 2020’s lockdown conditions.
2. Pop maintained its position as the #1 kid’s channels (ranked by children’s commercial impacts), commanding a 21.7% share Jan - Apr 2021.
3. Sky Kids dominate the kids commercial viewing landscape with a 65% share of commercial impacts, although Warner Media have seen the biggest growth since the removal of Disney channels.
4. Viewing to kids commercial channels in Ireland has declined at a much faster rate than the UK (-41% vs. -15% Jan-Apr).
5. MGA finished the period as the #1 Toys & Games TV in the UK and Ireland advertiser, with 13.4% SOV and 25.7% respectively.
YouTube Top 10s
“Made for Kids” Content Hold a Prominent Position in the Global YouTube Landscape
Rank Channel Subs.Subs.
Growth (last 30 days)
Global Daily Avg. views
(last 30 days)
1 Cocomelon 109m +2m 73m2 Like Nastya 73m +1.3m 55m3 Kids Diana Show 77m +1.3m 52m4 Vlad and Niki 66m +1.4m 49m5 D Billions 8m +1.4m 41m6 Super JoJo 17m +1.5m 34m7 Toys and Colors 31m +0.7m 34m8 LooLoo Kids 42m +1m 25m9 Infobells 34m +1.3m 24m10 Pinkfong 47m +1m 24m
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 20.04.2021
Cocomelon continues to dominate the “Made for Kids” YouTube landscape, amassing the most subscribers and views in the past 30 days. However, as lockdown restrictions have been relaxed, the ‘made for kids’ channels have fallen in the ‘All categories’ list,
as shown by Cocomelon’s fall from 2nd to 4th overall since Q4 2020.
1 2 3 4 5
Rank Channel Subs.Subs.
Growth (last 30 days)
Global Daily Avg. views
(last 30 days)
1 T-Series 180m +4m 121m2 SET India 102m +2.8m 102m3 Sony SAB 49m +1.7m 78m4 CocoMelon 109m +2m 73m5 TwinsFromRussia 2m +2m 60m6 Like Nastya 73m +1.3m 55m7 Colors TV 38m +1.2m 52m8 Kids Diana Show 77m +1.3m 52m9 Vlad and Niki 66m +1.4m 49m10 WWE 76m +1.1m 42m
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 Mister Max 20.9m +200k 7.7m
2 Miss Katy 20.2m +100k 5.6m
3 The Dad Lab 2.5m +300k 4.7m
4 Jungle Beat 5.3m +230k 4m
5 Steve and Maggie 4.6m +40k 3.1m
6 Arpo The Robot 4.5m +190k 3m
7 Ruby and Bonnie 5.2m +90k 2.4m
8 Gaby and Alex 17.1m +100k 1.8m
9 Toddler Fun Learning 1.8m +60k 1.9m
10 The Moshaya Family 3.2m +20k 1.7m
Mister Max is the leading UK based channel, recording an average of
7.7m daily views in the last 30 days. This is however just over 10%
of Cocomelon’s daily total.
Source: Social Blade, data accurate as of 20.04.2021
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 10.2M +520K 14m
2 Cartoon Network UK 8.2M +130K 4.8M
3 Disney Junior UK 10M +70K 4.1M
4 Nickelodeon UK 5.3M +90K 3.8M
5 Boomerang UK 6M + 100K 2.2M
6 CBeebies 1.8M +20K 1M
Following the closure of Disney’s linear channels in the UK, Disney
Channel UK is dominant, achieving nearly 3x more daily
views than its next closest competitor – Cartoon Network UK.
Source: Social Blade, data accurate as of 20.04.2021*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:
Cinema is back!
Appetite for Cinema Remains Strong Amongst Parents
49% are planning to
return to the cinema ASAP or within the first
month
60% picked cinema as one of their most
missed OOH entertainment
activities
65% see cinema as a
‘good value’ activity
(Index: 116)
Parents of children aged 4-12:
Despite lockdown restrictions and a lack of major releases, H2 2020 Family AGP cinema still delivered:
1,500,000 admissionsSource: Cinema First/FDA/MetrixLabs research (Parents of kids aged 4-12) / DCM, Family AGP admissions delivered June-Dec 2020.
Strong Opening Week Reported Post Lockdown with Families at the Heart of Success
128% Increase on
predicted forecast
90% of average pre-
pandemic occupancy
1.2mopening week
admissions
Source: DCM
Key Family & Entertainment Releases 2021
May Jun Jul Aug Sep Oct Nov Dec
25th Jun 16th Jul
16th Jul 30th Jul
23rd Jul 13th Aug 8th Oct 22nd Oct
22nd Oct
26th Nov 18th Dec
9th Jul 3rd Sep 5th Nov 15th Dec
17th May
Executive Summary
Toys & Games AV Update - Executive Summary
Children (4-15) spent 32% less time watching
linear TV per week (Apr 2021 vs. 2020)
Cocomelonremains the #1 “Made for Kids”
YouTube channel but has fallen to 4th in the overall
rankings
UK Toys & Games ad. spend
increased an est. 1% YoY (Jan-Apr
2021 vs. 2020) , driven by Apr
(+143%)
05:26
Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade May 2021
MGA ranked as the #1 advertiser in
the UK and in Ireland (13.4% and
25.7% SOV respectively)
Opening week cinema audiences
reached 90% of pre-pandemic
levels
+ 1%
Keeping Clients Connected
www.twitter.com/GenMediaUK
www.facebook.com/generationmedia
www.generationmedia.co.uk www.linkedin.com/company/generation-media
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