MEDIA
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All Children Nov 16 vs Nov 17 Nov-16
Nov-17
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elcome to the Media Report for November, the third month of the autumn. We are reporting viewing levels for Girls 4-9 years, Boys 4-9 years and Housewives with Children. The viewing levels for the girls show some dramatic drops in viewing for the major kids’ channels, such as Channel 5, Nickelodeon, Nick Jr. and many others. We have never seen these types of drops in the autumn period before. This is a clear indication now this group has found other ways of entertaining themselves, although I don’t feel this is entertainment — more of a lifestyle change. This group is getting involved with making decisions concerning what’s important to them, expanding their social groups all via the internet. Overall viewing is down by 20 per cent. Looking at the data for the boys we see a similar picture. Again there are some major reductions in viewing from some of the important Kids Channels. We see that Nickelodeon is down by 26.55 NOW A per cent, Nicktoons by 45 per THIS IS CHANGE cent, the list goes on. TOTAL THE KIDS’ Our feelings are that this N WITHI T. is now a total change within E MARK ANT the kids’ market. They want involvement and they want THEY WEMENT V to interact with their social INVOL HEY WANT groups — unfortunately T AND ERACT television does not offer this TO INT opportunity. The big selling point of television in days gone by was sound, movement and colour. The Internet offers this and much more, and we are seeing a general migration from one medium to another. I cannot see how the TV stations will ever get these audiences back again. Overall the market is down by 25 per cent. The viewing levels for Housewives with Children are down by 10 per cent. Most of the stations are down for this sector. Nicktoons shows a small increase and Tiny Pop is up, but apart from that all the others are down. The overall market is down by 10 per cent. The reported expenditure for the top 10 spenders is down by 10 per cent compared to November 2016, with the overall market down by 8.3 per cent. At this period of the year the top 10 spenders tend to remain the same. In the next issue we will continue to look at these target markets.
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Boys 4-9 TVRs Nov 16 vs Nov 17 Nov-16
Nov-17
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Girls 4-9 TVRs Nov 16 vs Nov 17 Nov-16
Nov-17
Nov 2016 Toy Company TV Expenditure
Nov 2017 Toy Company TV Expenditure
Company Name
TV Expenditure
Company Name
TV Expenditure
Jakks Pacific Lego Uk Ltd Drumond Park Ltd Playmobil Uk Ltd Character Options Ltd Flair Leisure Prod Ltd John Adams Leisure Ltd Spin Master Toys Ltd Hasbro (Uk) Ltd Mattel Uk Ltd
794,622 660,196 883,677 894,171 1,022,501 1,160,163 1,894,180 2,123,214 2,172,405 2,317,942
Vtech Electronics Ltd Zapf Creations Uk Drumond Park Ltd Flair Leisure Prod Ltd Mattel Uk Ltd Playmobil Uk Ltd Character Options Ltd John Adams Leisure Ltd Spin Master Toys Ltd Hasbro (Uk) Ltd
650,839 701,420 842,188 923,682 789,335 1,120,187 1,192,235 1,604,208 2,301,088 2,356,786
For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 01494 763178. All graphs and information supplied by Global Media Services
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