toys & games av update: full year 2020

Toys & Games AV Update:January - April 2021

Contents

1. Executive summary2. Toys & Games Advertising Total Market Dynamics3. UK TV (linear)

a) Audience dynamicsb) Advertiser demand

4. Ireland TV (linear)a) Audience dynamicsb) Advertiser demand

5. YouTube Top 10s6. Cinema is Back!

TV Sales Houses – Colour Key

Executive Summary

Toys & Games AV Update - Executive Summary

Children (4-15) spent 32% less time watching

linear TV per week (Apr 2021 vs. 2020)

Cocomelonremains the #1 “Made for Kids”

YouTube channel but has fallen to 4th in the overall

rankings

UK Toys & Games ad. spend

increased an est. 1% YoY (Jan-Apr

2021 vs. 2020) , driven by Apr

(+143%)

05:26

Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade May 2021

MGA ranked as the #1 advertiser in

the UK and in Ireland (13.4% and

25.7% SOV respectively)

Opening week cinema audiences

reached 90% of pre-pandemic

levels

+ 1%

Toys & Games Total Advertising Dynamics

Industry reported Ad. spend (All media) for Toys & Games advertisers increased by +1% YoY vs 2020

Jan-Apr 2020: £26.3m

Jan-Apr 2021: £26.5m

Source: Nielsen Ad Intel May 2021

Est. Toys & Games Spend: All media

Est.

spen

d (m

) YoY % Change4.8

8.98.2

4.4

2.8

6.96.1

10.7

-100%

-50%

0%

50%

100%

150%

200%

0

2

4

6

8

10

12

Jan Feb Mar Apr

Nielsen Ad Intel reported Toys & Games advertising spend Jan-Apr 2020 vs. 2021

2020 2021 YoY % Change

+ 1%

+ 143%-26%-22%-42%

UK TV (linear)

Audience

-13%

Chi

ldre

n (4

-15)

wee

kly

view

ing

hour

s –

All T

V, c

omm

erci

al a

nd n

on-

com

mer

cial

TV

(Q1)

Jan-Mar 2020

Jan-Mar 2021

07:11

06:17Source: MediaOcean/BARB May 2021

Children’s Double Digit Viewing Time to Linear TV Continues, with April’s decline 2x Faster than Q1 Owing to 2020’s Lockdown

-32%

April 2020

April 2021

07:59

05:26

-11% -19%-14% -25% -6%-1%

Children 4-6 Children 4-9 Children 7-12 Boys 4-9 Girls 4-9 HK+CH 0-3

Source: MediaOcean/BARB May 2021 – commercial children’s channels only

Commercial Impacts on the Key Kids Channels Declined -15% Overall, However Girls were Slower to Migrate to Other Platforms (-2%)

1st Jan-30th Apr 2021 vs. 2020

-9%

-3%

-29%

-16%-15%

0

200000

400000

600000

800000

1000000

1200000

-35%

-30%

-25%

-20%

-15%

-10%

-5%

0%Jan Feb Mar Apr Total

Chi

ldre

n (4

-15)

equ

ival

ent i

mpa

cts

YoY

% ch

ange

in c

hild

ren

(4-1

5)

equi

vale

nt im

pact

s

YoY % change 2021 children equivalent impacts

Source: MediaOcean/BARB May 2021

Pop Dominates the Kids Commercial Landscape, whilst EPG Improvements Helped Cartoonito to Outperform Milkshake

1st Jan-30th Apr 2021 vs. 2020

21.7%

12.1% 11.8%9.8%

7.8% 7.1% 6.4% 5.5% 5.2% 5.2% 4.5%1.4% 1.2% 0.4%

0%

5%

10%

15%

20%

25%

Shar

e of

equ

ival

ent i

mpa

cts

(chi

ldre

n 4-

15)

-17% -19%

11% 12% 16%

-32% -27%

109%

-48%

-28% -22%

-43% -38%-55%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

120%

YoY

% ch

ange

in e

quiv

alen

t im

pact

s (c

hild

ren

4-15

)

Sky Kids62%

Turner15%

ITV14%

Disney10%

Pop20%

NJR8%

Milkshake8%

Nick7%

Tiny Pop7%

Nicktoons6%

NJRToo5%

Pop Max2%

CN8%

Boomerang4%

Cartoonito2%

CITV12%

CITVB1%

ITVB1%

Disney Jr4%

Disney4%

Disney XD1%

Warner Media have been the Biggest Beneficiaries of Disney’s Retreat from Linear

1st Jan 2021 – 30th Apr 2021

Source: MediaOcean/BARB May 2021

1st Jan 2020 – 30th Apr 2020

Sky Kids65%

Turner22%

ITV14%

Pop22%

Tiny Pop10%

NJRToo8%

NJR7%Nick

6%

Milkshake5%

Nicktoons5%

Pop Max1%

CN12%

Cartoonito6%

Boomerang4%

CITV12%

CITVB1%

ITVB0%

Advertising

-4% -12%-8% -18% +5%+4%

Children 4-6 Children 4-9 Children 7-12 Boys 4-9 Girls 4-9 HK+CH 0-3

Girls and Pre-School Viewing to Toys & Games TV Campaigns has Grown YoY

1st Jan-30th Apr 2021 vs. 2020

Source: MediaOcean/BARB May 2021

-18%

-10%

-33%

15%

-11%

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

-40%

-30%

-20%

-10%

0%

10%

20%

Jan Feb Mar Apr Total

Chi

ldre

n (4

-15)

equ

ival

ent T

VRs

YoY

% ch

ange

in c

hild

ren

(4-1

5)

equi

vale

nt T

VRs

YoY % change 2021 children (4-15) equivalent TVRs

MGA #1 Toys & Games TV Advertiser Jan-Apr 202150% of the Top 10 in Growth YoY

Top 10 UK Toys & Games Advertisers, 1st Jan-30th April 2021, 54 Advertisers Total

2,860 CH eq. TVRs13.4% SOV+8% YoY

1,571 CH eq. TVRs7.4% SOV-27% YoY

1,378 CH eq. TVRs6.5% SOV-16% YoY

1,247 CH eq. TVRs5.8% SOV+119% YoY

1,230 CH eq. TVRs5.8% SOV-19% YoY

1,131 CH eq. TVRs5.3% SOV+59% YoY

982 CH eq. TVRs4.6% SOV+8% YoY

975 CH eq. TVRs4.6% SOV+47% YoY

814 CH eq. TVRs3.8% SOV-48% YoY

712 CH eq. TVRs3.3% SOV-49% YoY

1 2 3 4 5

6 7 8 9

Source: BARB/MediaOcean May 2021

10

1

Magic Box SuperThings #1 Toys & Games TV Campaign Jan-Apr 2021Top 10 UK Toys & Games Campaigns, 1st Jan-30th April 2021, 155 Campaigns Total

813 CH eq. TVRs3.8% SOV

597 CH eq. TVRs2.8% SOV

466 CH eq. TVRs2.2% SOV

449 CH eq. TVRs2.1% SOV

442 CH eq. TVRs2.1% SOV

412 CH eq. TVRs1.9% SOV

402 CH eq. TVRs1.9% SOV

368 CH eq. TVRs1.7% SOV

351 CH eq. TVRs1.6% SOV

335 CH eq. TVRs1.6% SOV

1 2 3 4 5

6 7 8 9

Source: BARB/MediaOcean May 2021

Magic Box SuperThingsRivals of Kaboom

MGA L.O.L. Surprise Remix

IMC Cry Babies Magic Tears Dolls Zuru Rainbocorns MGA L.O.L Surprise

Hashtag HairgoalsMGA LOL Suprise OMG

MGA Rainbow High Doll IMC I Love VIP Pets

ACE Mouse Early Learning Academy

10

Panini Adrenalyn XL Euro 2020

20” TVCs Predominant for UK Toys & Games Advertisers1st Jan-30th Apr 2021 vs. 2020

Rank Advertiser 10” 20” 30” Other

1 MGA ENTERTAINMENT 0% 76% 24% 0%

2 SPIN MASTER 10% 73% 17% 0%

3 HASBRO UK 26% 74% 0% 0%

4 IMC 47% 34% 12% 7%

5 MATTEL UK 0% 86% 14% 0%

6 ZURU 0% 51% 49% 0%

7 VIVID IMAGINATIONS 22% 50% 27% 0%

8 CHARACTER OPTIONS 17% 83% 0% 0%

9 MAGIC BOX INTERNATIO 61% 39% 0% 0%

10 ZAPF CREATION UK 0% 72% 28% 0%10", 14%

20", 58%

30", 25%

Other, 3%

Total Toys & Games% of children’s equivalent impacts

Source: BARB/MediaOcean May 2021

IMC was the only top 10 advertiser to run a TVC exceeding 30” with 180”

Ireland TV (linear)

Audience

-18%-37%

Children 4-9 HK+CH

Source: MediaOcean/TAM May 2021– commercial children’s channels only

Audience Decline on the Kids Commercial Channels More Severe in Ireland than the UK (-41% vs. -15%)

1st Jan-30th Apr 2021 vs. 2020

-23%

-32%

-46%

-55%

-41%

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

-60%

-50%

-40%

-30%

-20%

-10%

0%Jan Feb Mar Apr Total

Chi

ldre

n (4

-15)

equ

ival

ent i

mpa

cts

YoY

% ch

ange

in c

hild

ren

(4-1

5)

equi

vale

nt im

pact

s

YoY % change 2021 children equivalent impacts

Source: MediaOcean/TAM May 2021

Converse to the UK, NJR is Viacom’s Strongest Channel in Ireland Commanding One Third Audience Share

1st Jan-30th Apr 2021 vs. 202032.3%

19.2%17.9%

15.3% 14.6%

0.7%

0%

5%

10%

15%

20%

25%

30%

35%

INJR INICK INJRTOO INICKTOO RTE2 VMTHree

Shar

e o

f ch

ildre

n (4

-15)

eq

uiv

alen

t im

pac

ts

-8%

-60% -54%-43%

-24%

203%

-100%

-50%

0%

50%

100%

150%

200%

250%

YoY

% c

han

ge in

ch

ildre

n (4

-15)

eq

uiv

alen

t im

pac

ts

Advertising

Ireland Toys & Games TV Advertising Decline was 4x Faster than the UK (-44% vs. -11%)

1st Jan-30th Apr 2021 vs. 2020

Source: TAM/MediaOcean May 2021

-26%-42%

Children 4-9 HK+CH

-62%

-40%-44%

-38%-44%

0

1000

2000

3000

4000

5000

6000

7000

-70%

-60%

-50%

-40%

-30%

-20%

-10%

0%Jan Feb Mar Apr Total

Chi

ldre

n (4

-15)

equ

ival

ent T

VRs

YoY

% ch

ange

in c

hild

ren

(4-1

5)

equi

vale

nt T

VRs

YoY % change 2021 children (4-15) equivalent TVRs

MGA #1 Toys & Games TV Advertiser Jan-Ap 2021Only 30% of the Top 10 in Growth YoY (50% UK)

Top 10 Ireland Toys & Games Advertisers, 1st Jan-30th April 2021, 28 Advertisers Total

1,473 eq. TVRs25.7% SOV-14% YoY

1,116 CH eq. TVRs19.5% SOV+14% YoY

501 CH eq. TVRs8.8% SOV-58% YoY

417 CH eq. TVRs7.3% SOV-60% YoY

319 CH eq. TVRs5.6% SOV-20% YoY

239 CH eq. TVRs4.2% SOV-67% YoY

188 CH eq. TVRs3.3% SOV+77% YoY

186 CH eq. TVRs3.3% SOV-28% YoY

175 CH eq. TVRs3% SOV

+25% YoY

166 CH eq. TVRs2.9% SOV

0% YoY

1 2 3 4 5

6 7 8 9 10

Source: TAM/MediaOcean May 2021

MGA L.O.L. Surprise #1 Toys & Games TV Campaign Jan-Apr 2021 Top 10 Ireland Toys & Games Campaigns, 1st Jan-30th April 2021, 131 Campaigns Total

1070 CH eq. TVRs18.7% SOV

263 CH eq. TVRs4.6% SOV

189 CH eq. TVRs3.3% SOV

181 CH eq. TVRs3.2% SOV

174 CH eq. TVRs3% SOV

172 CH eq. TVRs3% SOV

170 CH eq. TVRs3% SOV

130 CH eq. TVRs2.3% SOV

130 CH eq. TVRs2.3% SOV

119 CH eq. TVRs2.1% SOV

1 2 3 4 5

6 7 8 9

Source: TAM/MediaOcean April 2021

L.O.L. Surprise Mattel Barbie Mattel DC Super Heroes Mattel Barbie ColourReveal Doll Mattel Cave Club

MGA Na! Na! Na! Surprise

10

Interplay FuzzikinsMGA Rainbow Cheer DollMattel Polly Pocket Mookie Robo Kombat

20” More Dominant in Ireland than the UK with Combos Less Favoured

1st Jan-30th Apr 2021 vs. 2020

Rank Advertiser 10” 20” 30” Other

1 MGA ENTERTAINMENT 0% 79% 21% 0%

2 MATTEL 0% 100% 0% 0%

3 SPIN MASTER 15% 56% 29% 0%

4 HASBRO IRELAND 29% 71% 0% 0%

5 VIVID IMAGINATIONS 35% 65% 0% 0%

6 INTERPLAY 0% 34% 50% 16%

7 VTECH ELECTRONICS 19% 32% 49% 0%

8 LITTLE TIKES 37% 63% 0% 0%

9 EPOCH MAKING TOYS LTD 0% 82% 18% 0%

10 MOOKIE TOYS 10% 12% 78% 0%10", 11%

20", 68%

30", 20%

Other, 2%

Total Toys & Games% of children’s equivalent impacts

Source: BARB/MediaOcean May 2021

Interplay was the only top 10 advertiser to run a TVC exceeding 30” with 14”

UK and Ireland Linear TV Summary

1. Children (4-15) spent 32% less time watching Linear TV in April 2021 compared to 2020 – understandable given 2020’s lockdown conditions.

2. Pop maintained its position as the #1 kid’s channels (ranked by children’s commercial impacts), commanding a 21.7% share Jan - Apr 2021.

3. Sky Kids dominate the kids commercial viewing landscape with a 65% share of commercial impacts, although Warner Media have seen the biggest growth since the removal of Disney channels.

4. Viewing to kids commercial channels in Ireland has declined at a much faster rate than the UK (-41% vs. -15% Jan-Apr).

5. MGA finished the period as the #1 Toys & Games TV in the UK and Ireland advertiser, with 13.4% SOV and 25.7% respectively.

YouTube Top 10s

“Made for Kids” Content Hold a Prominent Position in the Global YouTube Landscape

Rank Channel Subs.Subs.

Growth (last 30 days)

Global Daily Avg. views

(last 30 days)

1 Cocomelon 109m +2m 73m2 Like Nastya 73m +1.3m 55m3 Kids Diana Show 77m +1.3m 52m4 Vlad and Niki 66m +1.4m 49m5 D Billions 8m +1.4m 41m6 Super JoJo 17m +1.5m 34m7 Toys and Colors 31m +0.7m 34m8 LooLoo Kids 42m +1m 25m9 Infobells 34m +1.3m 24m10 Pinkfong 47m +1m 24m

Top 10 Channels Globally, All Categories, Ranked by Daily Avg. Views: Top 10 Channels Globally, “Made for Kids”, Ranked by Daily Avg. Views:

Source: Social Blade, data accurate as of 20.04.2021

Cocomelon continues to dominate the “Made for Kids” YouTube landscape, amassing the most subscribers and views in the past 30 days. However, as lockdown restrictions have been relaxed, the ‘made for kids’ channels have fallen in the ‘All categories’ list,

as shown by Cocomelon’s fall from 2nd to 4th overall since Q4 2020.

1 2 3 4 5

Rank Channel Subs.Subs.

Growth (last 30 days)

Global Daily Avg. views

(last 30 days)

1 T-Series 180m +4m 121m2 SET India 102m +2.8m 102m3 Sony SAB 49m +1.7m 78m4 CocoMelon 109m +2m 73m5 TwinsFromRussia 2m +2m 60m6 Like Nastya 73m +1.3m 55m7 Colors TV 38m +1.2m 52m8 Kids Diana Show 77m +1.3m 52m9 Vlad and Niki 66m +1.4m 49m10 WWE 76m +1.1m 42m

The View from the UKTop 10 “Made for Kids” Channels Originating in the UK

Rank Channel Subs.Subs.

Growth (last 30 days)

Global Daily Avg. views

(last 30 days)

1 Mister Max 20.9m +200k 7.7m

2 Miss Katy 20.2m +100k 5.6m

3 The Dad Lab 2.5m +300k 4.7m

4 Jungle Beat 5.3m +230k 4m

5 Steve and Maggie 4.6m +40k 3.1m

6 Arpo The Robot 4.5m +190k 3m

7 Ruby and Bonnie 5.2m +90k 2.4m

8 Gaby and Alex 17.1m +100k 1.8m

9 Toddler Fun Learning 1.8m +60k 1.9m

10 The Moshaya Family 3.2m +20k 1.7m

Mister Max is the leading UK based channel, recording an average of

7.7m daily views in the last 30 days. This is however just over 10%

of Cocomelon’s daily total.

Source: Social Blade, data accurate as of 20.04.2021

Top 10 Channels Originating in the UK, “Made for Kids”, Ranked by Daily Avg. Views:

“TV” Channels Getting in on the ActionTop 10 TV Broadcaster Channels (UK Based)

Rank Channel Subs.Subs.

Growth (last 30 days)

Global Daily Avg. views

(last 30 days)

1 Disney Channel UK 10.2M +520K 14m

2 Cartoon Network UK 8.2M +130K 4.8M

3 Disney Junior UK 10M +70K 4.1M

4 Nickelodeon UK 5.3M +90K 3.8M

5 Boomerang UK 6M + 100K 2.2M

6 CBeebies 1.8M +20K 1M

Following the closure of Disney’s linear channels in the UK, Disney

Channel UK is dominant, achieving nearly 3x more daily

views than its next closest competitor – Cartoon Network UK.

Source: Social Blade, data accurate as of 20.04.2021*Channel names only, excluding programming led channels e.g. Ben 10

Top 6 Channels UK Based, TV Broadcaster Published Channels*, Ranked by Daily Avg. Views:

Cinema is back!

Appetite for Cinema Remains Strong Amongst Parents

49% are planning to

return to the cinema ASAP or within the first

month

60% picked cinema as one of their most

missed OOH entertainment

activities

65% see cinema as a

‘good value’ activity

(Index: 116)

Parents of children aged 4-12:

Despite lockdown restrictions and a lack of major releases, H2 2020 Family AGP cinema still delivered:

1,500,000 admissionsSource: Cinema First/FDA/MetrixLabs research (Parents of kids aged 4-12) / DCM, Family AGP admissions delivered June-Dec 2020.

Strong Opening Week Reported Post Lockdown with Families at the Heart of Success

128% Increase on

predicted forecast

90% of average pre-

pandemic occupancy

1.2mopening week

admissions

Source: DCM

Key Family & Entertainment Releases 2021

May Jun Jul Aug Sep Oct Nov Dec

25th Jun 16th Jul

16th Jul 30th Jul

23rd Jul 13th Aug 8th Oct 22nd Oct

22nd Oct

26th Nov 18th Dec

9th Jul 3rd Sep 5th Nov 15th Dec

17th May

Executive Summary

Toys & Games AV Update - Executive Summary

Children (4-15) spent 32% less time watching

linear TV per week (Apr 2021 vs. 2020)

Cocomelonremains the #1 “Made for Kids”

YouTube channel but has fallen to 4th in the overall

rankings

UK Toys & Games ad. spend

increased an est. 1% YoY (Jan-Apr

2021 vs. 2020) , driven by Apr

(+143%)

05:26

Source: Nielsen Ad Intel/BARB/TAM/MediaOcean/Giraffe Insights Kids and the Screen/Social Blade May 2021

MGA ranked as the #1 advertiser in

the UK and in Ireland (13.4% and

25.7% SOV respectively)

Opening week cinema audiences

reached 90% of pre-pandemic

levels

+ 1%

Keeping Clients Connected

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