Forget about all that knee-sitting stuff. Santa just has to sit back in his easy chair, TV remote in hand, to see what kids want for Christmas. A whopping 93.1% of total media spending in the toy, games and craft category goes into TV. And total spending has skyrocketed over the past four years, thanks to the big spenders – companies selling digital and video games and all the necessary hardware to go with them.
Total National Media Spend – Q4 – Toys, games, and crafts
| Q4 2002 | Q4 2003 | Q4 2004 | Q4 2005 | |
| Total | $13,911,416 | 31,686,351 | 36,420,325 | 39,694, 774 |
National Q4 Total Spend by Medium
2005
| Dailies | $364,383 | (0.9%) |
| Magazines: | $986,229 | (2.5%) |
| Out of Home: | $907,544 | (2.3%) |
| Radio: | $492,111 | (1.2%) |
| Total TV: | $36,944,507 | (93.1%) |
National Q4 2005 – Top 5 Spenders – Toys, games, and craft
1) Sony Corporation – Sony PSP Game System – (Video games & accessories)
2) Knowledge Universe LLC – Leapfrog Learning Toys – (Toys)
3) Vtech Industries LLC – Vtech V Smile TV Learning System – (Toys)
4) Microsoft Corporation – Microsoft Xbox 360 Game System – (Video games & accessories)
5) Mattel Inc. – Mattel Scene It Movie Trivia Game – (Games: board & card)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Anita Boyle Evans, anita.boylevans@nielsenmedia.com.
All data courtesy of Nielsen Media Research.
