A whopping 94.1% of Q4 adspend in this sector was done on television, with its nearest rival – magazines – receiving a mere 2.6%. This category includes dolls, stuffed animals (including accessories), board and card games, hobby kits, hand crafts, fabric, yarn, notions, video games (and accessories) and, of course, toys.
Christmas is for kids – toys, games, crafts
Period Q4-Total Spending
| (October-December) Class |
2003 | 2004 | 2005 | 2006 |
| ($) | ($) | ($) | ($) | |
| TOTAL | 31,668,463 | 36,420,325 | 39,715,918 | 38,047,965 |
Period Q4-Total by Medium
| (October-December) | 2006 | |
| ($) | (%) | |
| Daily Newspaper | 285,360 | 0.8% |
| Magazine | 987,290 | 2.6% |
| Out of Home | 732,585 | 1.9% |
| Radio (Toronto/Vancouver focus) | 247,194 | 0.6% |
| Total TV | 35,795,536 | 94.1% |
| Total Media | 38,047,965 | 100.0% |
Christmas is for kids – toys, games, crafts
Top Five Spenders – Period Q4 2006
| (October-December) | Total Media | ||
| Class | Company | Brands | ($) |
| VIDEO GAMES & ACCESSORIES | MICROSOFT CORPORATION | MICROSOFT XBOX 360 VIDEO GAMES | 1 |
| GAMES: BOARD & CARD | HASBRO INC | TRIVIAL PURSUIT GAMES | 2 |
| VIDEO GAMES & ACCESSORIES | SONY CORPORATION | SONY PLAYSTATION 3 VIDEO GAME SYSTEM | 3 |
| DOLLS & STUFFED ANIMALS (INCLUDING ACCESSORIES) | HASBRO INC | PLAYSKOOL TJ BEARYTALES BEAR | 4 |
| DOLLS & STUFFED ANIMALS (INCLUDING ACCESSORIES) | MATTEL INC | MATTEL BARBIE DOLLS & ACCESSORIES | 5 |
Source: The Nielsen Company, Nielsen Media Research
