TV gets lots of toys from Santa
This category has grown considerably since 2001 thanks to the expanding budgets of marketers in the toys and video games and accessories segments. TV has the category all wrapped up, leaving the other media to duke it out for the remaining 10% to 14% of the dollars. Last year daily newspapers had their best year since 2001 with 4.8% of the category while spending amongst the other media has been uneven.
Annual National Advertising Spend – Q4 – toys, games, crafts
| Q4 2001 | Q4 2002 | Q4 2003 | Q4 2004 | |
| Dolls & stuffed animals | $1,528,475 | 1.080,872 | 3,681,996 | 3,642,688 |
| Games: board & card | $2,083,024 | 1,475,450 | 4,273,662 | 6,366,015 |
| Hobby kits, handcrafts, fabric, yarn | $87,697 | 77,098 | 219,344 | 69,861 |
| Toys | $3,686,783 | 3,608,708 | 12,715,643 | 12,696,747 |
| Video games & accessories | $9,298,964 | 7,669,288 | 10,795,706 | 13,645,014 |
| Total | $16,684,943 | $13,911,416 | $31,686,351 | $36,420,325 |
National Q4 Total Spend by Medium
2001
| Dailies | $491,733 | (2.9%) |
| Magazines: | $462,402 | (2.8%) |
| Out of Home: | $617,601 | (3.7%) |
| Radio: | $367,854 | (2.2%) |
| Total TV: | $14,745,353 | (88.4%) |
2002
| Dailies | $144,581 | (1.0%) |
| Magazines: | $673,005 | (4.8%) |
| Out of Home: | $739,889 | (5.3%) |
| Radio: | $379,293 | (2.7%) |
| Total TV: | $11,974,648 | (86.1%) |
2003
| Dailies | $496,323 | (1.6%) |
| Magazines: | $1,057,653 | (3.3%) |
| Out of Home: | $921,469 | (2.9%) |
| Radio: | $690,239 | (2.2%) |
| Total TV: | $28,520,667 | (90.0%) |
2004
| Dailies | $1,744,905 | (4.8%) |
| Magazines: | $1,435,345 | (3.9%) |
| Out of Home: | $1,103,536 | (3.0%) |
| Radio: | $155,946 | (0.4%) |
| Total TV: | $13,980,593 | (87.8%) |
National Q4 2004 – Top 5 Spenders, toys, games, crafts
1) Trivial Pursuit games – Hasbro Inc. (Games – board & card)
2) PS2 Ratchet & Clank Up Your Arsenal games – Sony Corp. (Video games & accessories)
3) PS2 Jak 3 Video Game – Sony Corp. (Video games & accessories)
4) Xbox Halo 2 Video Game – Microsoft Corp. (Video games & accessories)
5) Leapfrog Leap pad Learning System – Knowledge Universe LLC
(Video games & accessories)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.
All data courtesy of Nielsen Media Research.
