Generation Media publishes ‘Toys and Games Q1 Update’

The report is a lockdown special and reports on viewing habits children’s viewing habits in the first quarter

Written by Georgie Dobie

Posted 15.05.2020 | Business

Generation Media, a leading independent media agency globally specialising in communications with children, young people and families, has published its Toys & Games Category Q1 Update Report – a lockdown special. In the report, the agency considers the performance of different channels and demand for advertiser activity on linear TV in the UK and in Ireland. It also looks at kids viewing habits during lockdown.

The report illustrates that for children aged two- to twelve-years old, both live and recorded linear TV remains number-one for consuming video content. However, its dominance is being eroded by YouTube and SVOD.  

Commercial children’s channels have experienced consistent YoY declines of 15 per cent, driven by children aged four- to 15-years-old spending on average 25 minutes less per week watching TV than in Q1 2019.  

The most significantly affected sub-demographic is HK+CH 0-3 (households with 0 to three children), which was down 36 per cent. Meanwhile, the girls aged four to nine sub-demographic has seen a resurgence from its decline in 2019 (-14 per cent).  

Another key takeaway from the report is that Free to Air (FTA) channels are in growth YoY, as access to Pay TV channels declines in favour of SVOD services. FTA channels are delivering the highest percentage of reach against children’s audiences; however, a number of the paid channels such as Nick and Cartoon Network have a high unique reach for children. 

However, Generation Media did observe that viewing to children’s commercial channels improved somewhat in March, amid the outbreak. In the four weeks since lockdown started versus the four weeks prior, children’s TV has seen a resurgence, with impacts up 26 per cent. The sub-demographic, boys aged four to nine, showcased the largest increases. 

Overall, the children’s TV market has seen a 26 per cent increase during lockdown, with Sky benefitting most following a six per cent increase in their share of the commercial impacts. Turner on the other hand has seen a decline of eight per cent.  

And the report noted that advertiser demand is up during lockdown, as measured by CH Eq. impacts. However, Generation Media says this is heavily influenced by low pricing offered by stations, as a result of increased inventory and reduced advertiser spends.  

Plus, Disney’s channels have all seen an increase in viewing during lockdown, between 23 March to 19 April, compared with pre-lockdown between 24 February to 22 March. This was unexpected following the release of Disney+.  

Generation Media also reviewed the data for toys and games TV advertising. The figures reflected an increase YoY in March, however, in terms of viewing, Q1 is still six per cent down against the same period in 2019.   

Toys and games advertising peaked in March in the build-up to Easter, with advertisers benefitting from extra eyeballs due to the first week of lockdown.  

The Q1 advertising figures show that Spin Master claimed the number-one spot for toys and games TV advertiser. While MGA, who ranked second, increased their advertising presence by 48 per cent YoY in Q1 versus 2019.  

Source: Generation Media Toys & Games Category Q1 Update 

In terms of the categories of toys and games being advertised, collectable brands dominated the top 10, as low ticket items took advantage of the cost efficient Q1 CPT’s (n.b. cost per thousand (CPT) is the cost required to reach one thousand people or households).  

Source: Generation Media Toys & Games Category Q1 Update 

Meanwhile, viewing in Ireland is declining at a faster rate (down 28 per cent) than in the UK (down 15 per cent).  

And advertising demand is falling at a similar rate. Sky Kids is the primary source of impacts for advertisers in Ireland, accounting for around 91 per cent of children (aged four to 15) equivalent impacts YTD. Though Nicktoons is the only channel in Ireland to showcase a YoY increase (up six per cent versus Q1 2019).  

In terms of advertiser rankings, MGA took the number-one spot for Q1 in Ireland, accounting for around 17 per cent share of voice. However, Spin Master had the most brands within the top 10 during the first quarter.  

For more information, on the TV market and how to stand out from the crowd, Generation Media has collated their thoughts here: https://generationmedia.co.uk/kids-tv-a-whistle-stop-tour/

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