AV Update April (Covering the Period 1 st January 31 st March 2015) The UK s No.1 Specialist Kids and Parenting Agency

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1 AV Update April 2015 (Covering the Period 1 st January 31 st March 2015) The UK s No.1 Specialist Kids and Parenting Agency

2 UK AV Update

3 YoY % Change in CH Eq. TVRs CH Eq. TVRs Year-on-Year Ad Pressure: Toys and Games Market 25% CH Eq. TVRs, 1 st January 31 st March 2014 vs % 19.7% % 14.6% % % 5% 0% -5% -10% -5.4% January February March Year-to-Date YoY % Change 2015 CH Eq. TVRs Source: BARB April 2015 March saw a 23.2% year-on-year increase in Ad. Pressure in the Toys & Games market due to Easter falling a lot earlier this year and traditionally large advertisers such as Hasbro, LEGO and Mattel all seeing year-on-year increases of over 35%.

4 Toys & Games CH Eq. TVRs as a % of all TV Advertising Toys & Games CH Eq. TVRs Children s Exposure to Toys and Games TV Advertising 14% 12% 10% 8% 6% 4% 2% 0% Source: BARB April 2015 Toys and Games CH Eq. TVRs as a % of all TV Advertising, 1 st January 31 st March 2014 vs % 5.7% 8.7% 10.8% Children s exposure to Toys & Games advertising in March saw a 2.4 percentile point increase year-on-year, the seventh consecutive month to see a year-on-year increase. As a result 9.2% of all advertising seen by children in 2015 so far has been from within the Toys & Games sector, a 1.5 percentile point increase on last year. 9.1% 11.5% 7.7% January February March Year-to-Date 9.2% 2014 Toys and Games % share of All Advertising 2015 Toys and Games % share of All Advertising 2015 Toys and Games CH Eq.TVRs

5 % of Total Viewing that is 'Time Shifted' Time Shifted Viewing In The Toys & Games Market % of Toys & Games CH TVRs Recorded Viewing, 1 st January 31 st March % 7% 6% 5% 4% 3% 2% 1% 6.5% 6.4% 6.4% 6.0% 6.1% 6.7% 6.3% 6.4% 0% January February March Total % TVRs Viewed Time Shifted 2014 % TVRs Viewed Time Shifted 2015 Source: BARB April 2015 The chart above shows the year-on-year percentage of viewing within the Toys and Games market viewed as time shifted. The percentage of viewing that was time shifted in March 2015 was 6.7%, Despite March seeing a 0.6 percentile point increase on last year total Time Shifted viewing remains relatively static at 6.4%.

6 % Distribution of CH Eq. Impacts Toys and Games Advertising as a Percentage of all Advertising by Commercial Kids Sales Houses 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 76% 24% 50% 50% 43% 42% 57% 58% Itv Breakfast Citv Breakfast Citv Five Milkshake & Shake All Other Advertising CH Eq. Impacts March 1 st 31 st March % 33% 63% 67% 28% 72% 33% 67% Turner Disney Group Sky Kids Kids Channels Toys and Games Advertising CH Eq. Impacts March Source: BARB April 2015 With March bringing in higher demand in the Toys & Games sector in the build up to Easter holidays, channels are starting to increase their Toys & Games inventory. A third of all advertising on Kids channels is now Toys & Games advertising but with the majority of the Easter holidays falling in April we expect to see a considerable increase in April.

7 % Distribution of Toys and Games CH Actual TVRs 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: BARB April 2015 Second Length Strategy Analysis CH Actual TVRs, 1 st January 31 st March 2014 vs % 1.9% 25.7% 24.7% 0.85 (20 ) 59.3% 56.6% 14.6% 16.7% Seconds 20 Seconds 30 Seconds Other Average Time Length Factor Commercials of over 30 have seen a 1.4 percentile point growth year-on-year which has been driven by Character Options running a 2 minute Peppa Pig campaign across January and February. Despite the increase in over 30 adverts 20 still remains the most common second length in the Toys & Games market with over 56% (20 )

8 Top Toys and Games Advertisers 1 st January 31 st March 2015 Rank Advertiser 1 st 31 st March 2015 CH Actual TVRs SOV Avg. TVC Length YoY % 21" 36.6% % 20" 37.4% % 18" 44.2% % 21" 4.3% % 10" 0.0% % 17" 376.4% % 21" 15% % 15" -11% % 21" 96.3% % 30" 0% Advertisers: 38 Average TVRs: 278 Source: BARB April 2015 excluding retailers Rank 1 st January 31 st March 2015 Advertiser CH Actual TVRs SOV Avg. TVC Length YoY % 21" 70.4% % 23" 17.2% % 19" 37.2% % 20" -6.4% % 27" 6.5% % 20" 55.7% % 10" 0% % 18" 0% % 15" 72% % 23" -39.9% Advertisers: 54 Average TVRs: 473

9 Top Toys and Games Brands 1 st January 31 st March 2015 Rank 1 st 31 st March 2015 Campaign CH TVRs SOV Avg. TVC Length 1 MAGIC BOX ZOMLINGS % 15" DIS AVENGERS APP & CARD % 30" GAME 3 LEGO SPEED CHAMPIONS SET % 18" HASBRO TRANSFORMERS % 21" ROBOTS DIGUISE 5 MATTEL MONSTERHIGH.COM % 20" 6 MATTEL CARS STORY SETS % 20" 7 HASBRO MY LITTLE PONY RAINBOW FRIEN % 20" 8 LEGO ELVES % 21" 9 10 HASBRO MY LITTLE PONY EQUESTRIAN DO MATTEL WWE TOTAL CONTROL TAKEDOWN P % 20" % 20" Campaigns: 172 Average TVRs: 61 Source: BARB April 2015 excluding retailers Rank 1 st January - 31 st March 2015 Campaign CH TVRs SOV Avg. TVC Length 1 MAGIC BOX ZOMLINGS % 15" 2 DE AGOSTINI MAGIKI PUPPIES % 20" 3 FLAIR TEENAGE MUTANT NINJA TURTLES % 30" 4 MATTEL HOT WHEELS % 30" 5 6 HASBRO TRANSFORMERS ROBOTS DIGUISE BANDAI BIG HERO 6 ACTION FIGURES % 23" % 20" 7 MATTEL MONSTERHIGH.COM % 20" 8 9 HASBRO MY LITTLE PONY RAINBOW FRIEN HASBRO PLAYDOH SWIRL & SCOOP ICE CR % 20" % 20" 10 LEGO CHIMA % 22" Campaigns: 214 Average TVRs: 119

10 YoY % Change in CH Eq. Impacts CH Eq. Impacts Year-on-year Growth of the Kids Commercial TV Stations 100% 291% 89% 80% 60% CH Eq. Impacts, 1 st January 31 st March 2014 vs % 20% 0% -20% -40% 20% 17% 8% 3% 3% 1% -1% -2% -8% -10% -13% -15% -15% -19% -28% -29% 2% YoY % Change Jan-Mar 2015 Eq Impacts Source: BARB April 2015 Although a number of commercial children s channels continued to experience year-on-year audience decline in impacts, Pop and Tiny Pop continue to grow after their move to Freeview, with Pop currently experiencing a 291% increase year-on-year. Tiny Pop has surpassed Pop this month making it the second largest kids commercial channel in terms of CH Eq. Impacts.

11 Commercial Kids Stations Audience Share CH Eq. Impacts, January 1 st 31 st March 2014 vs Disney XD 6% Disney JR 5% CITV 8% Disney Group 20% Five 3% ITV B 1% CITV B 2% Nick 11% Sky Kids 39% NJR 8% Nicktoons 7% Disney XD 5% Disney CH 6% Disney JR 4% CITV 7% Disney Group 16% CITV 7% Five 3% ITV B 1% CITVB 2% Tiny Pop 10% Sky Kids 49% Nick 10% Pop 9% Disney CH 9% Tiny Pop 6% Cartoonito 2% Cartoonito 2% Boom 11% Turner 27% CN 13% NJRTOO 3% Pop Kix!2% Pop Girl 1% 1% Boom 8% Turner 23% CN 12% Pop Girl Kix! NJRTOO 1% 1% 2% Nicktoons 6% NJR 9% Source: BARB April 2015

12 Average Viewing Minutes Average Monthly Viewing Hours for Children by Station st 31 st March Analysis ordinarily centres on commercial impacts, but this can be misleading due to the limited commercial mintage available on some channels (for example Disney Jr runs only 2 minutes of spot airtime per hour). Viewing hours provides a good indication of how engaged with and loyal to a channel the audience is Source: BARB April 2015 The bars represent the average monthly viewing minutes per children s channel. Cbeebies remains the most watched kids TV channel, watched 77 minutes more than its nearest competitor. This huge increase in viewing time on Cbeebies could be due to the second series of Stargazing airing on the channel this month. The show has been met with success, and with five 15 minute episodes airing throughout March it could answer for 75 minutes of extra viewing time on the channel.

13 Orientation of the Commercial Kids Channels 1 st January 31 st March 2014 vs CITVB Citv Breakfast ITV Breakfast Shake ITV Breakfast Shake 2015 Source: BARB April 2015

14 Average Viewing Minutes The Generation Media Stickiness Quotient 1 st 31 st March Source: BARB April 2015 Stickiest Commercial Station Cbeebies Disney Jr CBBC CN Disney Channel Nick Tiny Pop NJR Pop Milkshake Boomerang Nicktoons Citv Cartoonito Disney XD Kix! NJRTOO Citv Breakfast Pop Girl 0.00 Shake Itv Breakfast 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% % Reach The Generation Stickiness Quotient identifies the most effective channels at holding children s attention and engagement. The higher on the y axis the bubble, the longer kids spend watching that channel. The further to the right along the y axis represents the deeper the reach of the channel. The size of the bubble represents the Stickiness score. Disney Jr has emerged as the stickiest commercial channel for the fifth month in a row.

15 Key: Modal age group per channel Most popular channel per age group Channel Profile Hotspots 1 st 31 st March Male Female Disney XD % 23% Itv Breakfast % 50% Milkshake % 57% Boomerang % 46% Cartoon Network % 31% Cartoonito % 35% Kix! % 42% Pop % 43% Pop Girl % 76% Tiny Pop % 68% NJR % 57% NJR % 54% Nick % 57% Nicktoons % 32% Citv % 44% Citv Breakfast % 22% Disney Channel % 64% Disney Junior % 56% Source: BARB April 2015 The numbers in yellow represents the channel that is the most popular amongst the target age. For example, in March NJR was the most popular channel amongst four year olds. The numbers in blue represent the modal age of the channel. Using this we can see that the model age for Pop are 9 year olds.

16 ROI AV Update

17 YOY % Change in Ch. Eq. TVRs CH Eq. TVRs 40% 30% Year-on-Year Growth: Toys and Games Market CH Eq. TVRs, 1 st January 31 st March 2014 vs % % % 8.5% 10.9% % % % -30% -18.9% January February March Year-to-Date Source: Nielsen April 2015 As in the UK, ad pressure in Ireland has increased year-on-year in March for the second consecutive month. Consequently, ad pressure is up year-to-date vs by 10.9%.

18 % Distribution of Toys and Games CH Actual TVRs 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Second Length Strategy Analysis CH Actual TVRs, 1 st January 31 st March 2014 vs % 0.0% 30.0% 29.1% 0.82 (19 ) 57.7% 57.1% 12.3% 13.9% Seconds 20 Seconds 30 Seconds Other Average Time Length Factor ) Source: Nielsen April 2015 As in the UK, Ireland saw an decrease in the use of 30 commercials year-on-year in March. This is a likely result as only two of the top 10 brands (Mattel Amigami & Lego Elves) in March were utilising the 30 creative length across the month.

19 Top Toys and Games Advertisers 1 st January 31 st March 2015 Rank 1 st 31 st March 2015 Advertiser CH Actual TVRs SOV Avg. Com Length YoY% % 19" Rank 1 st January- 31 st March 2015 Advertiser CH Actual TVRs SOV Avg. Com Length YoY% % 19" % 18" % 19" % 19" % 15" % 24" % 19" % 14" % 15" % 20" 0.00 Advertisers: 24 Average TVRs: 374 Source: Nielsen April % 19" % 19" % 22" % 21" % 18" % 15" % 19" % 19" % 14" 0 Advertisers: 32 Average TVRs: 597

20 Top Toys and Games Brands 1 st January 31 st March 2015 Rank 1 1 st 31 st March 2015 Advertiser MATTEL MONSTER HIGH DOLLS CH Actual TVRs SOV Avg. Com Length % 19" 2 LEGO SPEED CHAMPIONS % 16" Rank 1 1 st January 31 st March 2015 Advertiser MATTEL MONSTER HIGH DOLLS CH Actual TVRs SOV Avg. Com Length % 19" 2 LEGO CITY % 19" 3 LEGO ELVES % 25" 4 LEGO CITY % 19" MATTEL BARBIE MERMAID TALE DOLLS MATTEL BARBIE COLOUR ME CUTE MATTEL THOMAS MY FIRST POP AND GO MATTEL CARS TRANSFORMING MACK TRACK MATTEL WWE ACTION FIGURES % 19" % 19" % 19" % 19" % 19" 10 MATTEL AMIGAMI % 24" Brands: 112 Average TVRs: 80 Source: Nielsen April LEGO CHIMA % 21" 4 FLAIR TEENAGE MUTANT NINJA TURTLES % 30" 5 LEGO FRIENDS % 18" 6 LEGO NINJAGO % 19" 7 FLAIR ATOMICRON % 30" 8 LEGO BIONICLES % 19" 9 LEGO SPEED CHAMPIONS % 16" 10 LEGO MINIFIGURES % 13" Brands: 130 Average TVRs: 147

21 YoY % Change in CH Eq. Impacts 2015 CH Eq. Impacts Year-on-year growth of the kids commercial TV stations CH Eq. Impacts, 1 st January 31 st March 2014 vs % % % 10.9% 6.5% % -2.8% -5.0% % -50% -70% -90% -76.2% RTE2 INICK INJR INJRTOO INICKTOO YoY % Change Jan-Mar 2015 Eq Impacts Source: Nielsen April 2015 The bars above represent which channels are demonstrating the largest year-on-year growth or decline. Growth, however, does not indicate size - this is the purpose of the diamonds. The higher the diamond, the larger the commercial audience of that channel. INJR is now the biggest commercial kids station in ROI, overtaking INicktoons by 835 children s impacts yearto-date. INJRToo continues to see a YoY decline with a -76.2% YoY drop in CH Eq. Impacts year-to-date. A suggested reason for this is the decrease in the number of Peppa Pig transmissions on the channel.

22 Commercial Kids Stations Audience Share CH Eq. Impacts, 1 st January 31 st March 2014 vs RTE2 11% INJR2 3% RTE2 13% INJR2 27% RTE2 11% INICK 27% RTE2 13% INICK 22% INICKTOONS 28% INICKTOONS 13% ISKYMED 89% ISKYMED 87% INJR 27% INJR 29% Source: Nielsen April 2015

23 In Summary... Through March UK Toys and Games ad pressure is 14.6% up year-on-year. Children's exposure to Toys and Games TV advertising in March continued to grow, seeing a 2.4 percentile point increase year-on-year, the seventh consecutive month of growth. Tiny Pop s audience has surpassed Pop making it the third largest kids commercial channel in terms of CH Eq. Impacts. Hasbro became the largest advertiser in the Toys and Games market for 2015 with 15.8% SOV and over 4,000 CH TVRs a 70.4% increase on this time last year. In terms of stickiness Disney Jr remains at the top of the commercial kids channel set for the fifth consecutive month. In the ROI, March activity resulted in Toys & Games Ad Pressure experiencing a 10.9% increase yearto-date vs In contrast to the UK, LEGO, not Hasbro now stands as the largest advertiser in the ROI year-to-date in terms of CH TVRs with a 22.8% SOV of the total Toys and Games market. With 506 CH TVRs delivered across the month, Mattel Monster High was the largest brand in March in terms of CH TVRs. This also meant the brand became the no.1 Toys and Games brand year-to-date in ROI. Sky Ireland s share saw a year-on-year fall of 2 percentile points in February to 87%.

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