toys & games av update: full year 2020 - generation media

Toys & Games AV Update:Full Year 2020

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 10s

TV Sales Houses – Colour Key

Executive Summary

Toys & Games AV Update - Executive Summary

SVOD accounts for 31% of viewing occasions (2-9 year olds), with Linear TV (23%)

and Online Video (21%) placing 2nd

and 3rd.

Children (4-15) spent 20% less time watching linear TV in Q4

(2020 vs. 2019) –c.1.5 hours YoY.

Sky Kids control almost two thirds

of commercial children’s impacts

following the closing of Disney

channels.

UK Toys & Games ad. spend

decreased an est. -31% YoY (2020 vs.

2019) – c.£40m YoY.

Digital media accounted for an est. quarter of all UK Toys & Games ad. spend in 2020.

24%

06:25

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

Toys & Games AV Update - Executive Summary cont.

Pop commanded the highest share

of children’s commercial

impacts in Q4 2020 (17%), in the UK.

Milkshake achieved the

highest unique reach for children

during Q4 2020 (4.4%), in the UK.

Cocomelon is the most viewed

“Made for Kids” YouTube channel

globally, and #2 of all YouTube

channels.

Spin Master ranked as the #1

advertiser in both the UK and Ireland

(10.6% and 12.3% SOV respectively).

L.O.L. Surprise ranked as the #1

campaign in both the UK and Ireland (1.4% and 6.0% SOV

respectively).


Toys & Games Total Advertising Dynamics

Despite a Strong Q1, Industry Reported Ad. Spend (All Media) for Toys & Games Advertisers Declined -31% YoY

-31%

2019: £129m

2020: £89m

Source: Nielsen Ad Intel January 2021

3.4

9.6

7.8

15.0

10.0

5.6 5.0

8.0

14.9

16.7

19.1

13.7

4.8

8.98.2

4.43.4 3.6

4.6

7.2

10.8

12.5 12.8

8.2

-80%

-60%

-40%

-20%

0%

20%

40%

60%

0

5

10

15

20

25

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

YoY

% ch

ange

in re

port

ed s

pend

Repo

rted

spe

nd (£

m)

Nielsen Ad Intel reported Toys & Games advertising spend 2019 vs. 2020

2019 2020 YoY

Digital Now Estimated to Account for a Quarter of All UK Toys & Games Ad. Spend

TV91.6%

Digital3.4%

Other5.0%

2019 Reported Toys & Games Ad. Spend Split

TV90.6%

Digital8.1%

Other1.3%

2020 Reported Toys & Games Ad. Spend Split

TV70.0%

Digital24.0%

Other6.0%

2020 GM est. Toys & Games Ad. Spend Split

Source: Nielsen Ad Intel/Generation Media January 2021*Other includes Cinema, Radio, Press, OOH, Direct Mail

Nielsen’s methodology does not reliably capture all Digital spends, especially Social Media, therefore Generation Media estimates are provided for a greater representation of market dynamics.

UK TV (linear)

Audience

-20%

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

(Q4

2019 Q4

2020 Q4

08:03

06:25Source: MediaOcean/BARB January 2021

Despite Lockdown Restrictions, Children Spent Less TimeViewing Linear TV in 2020 (vs. 2019)

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

(All

Year

)

2019 (Full Year)

2020 (Full Year)

07:17

06:43

-8%

-21% -25%-21% -25% -29%-17%

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

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

Audience Decline Accelerated Across Oct-Nov Following the Removal of Disney Channels in the UK

1st Jan-31st Dec, 2020 vs. 2019

-18% -17%

-11% -10%

-21%

-11% -11%

-30% -29%

-33%

-39%

-27%

-22%

0

200000

400000

600000

800000

1000000

1200000

1400000

1600000

-45%

-40%

-35%

-30%

-25%

-20%

-15%

-10%

-5%

0%Jan Feb Mar April May June Jul Aug Sep Oct Nov Dec YTD

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 2020 children equivalent impacts

Source: MediaOcean/BARB January 2021

Cartoonito Almost Doubled its Audience After it Improved its EPG Position, but Pop Retained its Status as the #1 Channel in the UK

1st Oct-31st Dec, 2020 vs. 2019

-35%

-12%-28%

-52%

-28% -27%

87%

-18%

-48%

27%

-27% -28%-49%

-83%

-37%

-100%

-50%

0%

50%

100%

16.9%

11.3%10.1% 9.8% 9.7%

7.6%7.0% 6.8%

5.7% 5.5% 5.3%

2.2% 1.6%0.3% 0.1%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

POP CARTOON NJRTOO CITVCHAN MILKSHAK NJR CARTNITO NICK TINYPOP NICKTOON BOOM POPMAX CITVBCH ITVB Little Be

Shar

e of

chi

ldre

n (4

-15)

equ

ival

ent

impa

cts

YoY%

cha

nge

in e

quiv

alen

t im

pact

s

Sky Kids65%

Turner24%

ITV11%

POP17%

NJRTOO10%

MILKSHAK10%

NJR8%

NICK7%

TINYPOP6%

NICKTOON6%

POPMAX2%

CARTOON11%

CARTNITO7%

BOOM5%

CITVCHAN10%

CITVBCH2%

ITVB0%

Little Be0%

1st Oct 2019 – 31st Dec 2019

Warner Media were the Biggest Beneficiaries of Disney’s Closure, but Sky Kids Remain the Dominant Supplier of Impacts

1st Oct 2020 – 31st Dec 2020


Sky Kids58%ITV

17%

Turner15%

Disney10%

POP17%

NJRTOO9%

MILKSHAK9%

TINYPOP7%

NJR7%NICK

5%

NICKTOON3%POPMAX

2%

CITVCHAN13%

CITVBCH2%

ITVB1%

Little Be1%

CARTOON8%

BOOM5%

CARTNITO2%

DISNYJNR4%

DISNEY4%

DISNEYXD1%

WarnerMedia

Warner Media

Warner Media

Boys skew

Girls skew

Younger Older

Source: MediaOcean/BARB Jan 2021

Pop’s Share of Viewing is Driven by its (Comparative) Broad Appeal to Boys and Girls

1st Oct -Dec 2020

POP

CARTOON

NJRTOO

CITVCHANMILKSHAK

NJR

CARTNITO

NICK

TINYPOP

NICKTOONBOOM

POPMAX

CITVBCH

ITVB

ITVbe

Milkshake’s Free To Air Advantage Means it Delivers the Highest Unique Reach of All Children’s Commercial Channels Despite its Limited Daypart

1st Oct-31st Dec 2020

Source: TechEdge/K2/BARB May 2020

1.5%

1.4%

4.4% 1.6%0.8%

0.8%1.7% 1.3% 0.4%

0.6%0.8% 0.3% 0.2%

0.4%

0.1%0%

5%

10%

15%

20%

25%

Chi

ldre

n (4

-15)

% re

ach

in c

omm

erci

al ti

me

Unique reach

Advertising

-19% -28%-22% -26% -25%-18%

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

Toys & Games TV Advertising Peaked in October, However Weight of Activity was Over 1/3 Less than 2019

1st Jan-31st Dec, 2020 vs. 2019

-18% -16%

13%

-44%

-36%

15%10%

-32%-29%

-36% -39%

-30%-26%

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Toys

& G

ames

chi

ldre

n (4

-15)

eq

uiva

lent

TVR

s

YoY % change 2020 CH Eq. TVRs


Spin Master were the Most Viewed Advertiser in 2020, with Only 2 of the top 10 in Growth YoY

Top 10 UK Toys & Games Advertisers, 1st Jan-31st Dec 2020, 62 Advertisers Total

8,194 CH eq. TVRs10.6% SOV-29% YoY





3,587 CH eq. TVRs4.6% SOV+17% YoY





1 2 3 4 5

6 7 8 9

Source: BARB/MediaOcean January 2021

10

1

MGA Produced the #1 and #2 Most Viewed Campaigns of 2020 Top 10 UK Toys & Games Campaigns, 1st Jan-31st Dec 2020, 460 Campaigns Total

1,067 CH eq. TVRs1.4% SOV


943 CH eq. TVRs1.2% SOV








1 2 3 4 5

6 7 8 9


MGA L.O.L. Surprise Hairvibes MGA L.O.L. Surprise O.M.G. Pokémon Trading Cards. Interplay My Fairy GardenOSMO Genius &

Creativity Starter Kits

Magic Box Super Zings Magic Box Moji Pops LEGO City Interplay Fablab Activity KitsMoose Toys Scruff A Luv &

Kindi Kids Combo

10

L.O.L. Surprise Hairvibes was the #1 New Campaign of 2020Top 10 UK New* Toys & Games Campaigns, 1st Jan-31st Dec 2020, 268 New Campaigns Total

1,067 CH eq. TVRs 714 CH eq. TVRs 697 CH eq. TVRs 679 CH eq. TVRs 594 CH eq. TVRs

584 CH eq. TVRs 536 CH eq. TVRs 524 CH eq. TVRs 522 CH eq. TVRs 457 CH eq. TVRs

1 2 3 4 5

6 7 8 9

Source: BARB/MediaOcean January 2021. *New campaign defined as registering no activity in 2019.

MGA L.O.L. Surprise HairvibesMoose Toys Scruff A Luv &

Kindi Kids ComboSpin Master DC Batman

Figures. MGA Na! Na! Na! Surprise IMC Bloopies Shellies

Little Tikes Mighty BlastersZAPF Baby Born Surprise

& Pets Magic Box Super Things Interplay Facepaintoos L.O.L. Surprise Remix

10

20” TVCs were Dominant, with 3 of the Top 10 Advertisers Opting Not to Use 10” TVCs.

Rank Advertiser 10” 20” 30” Other

1 Spin Master 20% 63% 17% 0%

2 MGA Entertainment 1% 84% 16% 0%

3 Mattel 0% 90% 10% 0%

4 Hasbro 15% 85% 0% 0%

5 Character Options 25% 54% 20% 0%

6 John Adams 0% 7% 93% 0%

7 Interplay 3% 34% 38% 26%

8 ZAPF Creations 0% 24% 76% 0%

9 VTech 13% 39% 48% 0%

10 Goliath Vivid 12% 35% 53% 0%10"11%

20"51%

30"33%

Other5%

Total Toys & Games% of children’s equivalent impacts


UK Linear TV Summary

1. Children (4-15) spent 20% less time watching Linear TV in Q4 2020 compared to 2019 – equivalent to more than 90 minutes.

2. Pop finished Q4 as the #1 children’s channels (ranked by children’s commercial impacts), commanding a 17% share.

3. Cartoonito nearly doubled its audience in Q4 2020 (vs. 2019) following an improvement in EPG placement following the closure of Disney channels.

4. Sky Kids commanded almost two thirds of all commercial impacts (children’s specific channels/strands) in Q4 2020.

5. Toys & Games TV advertising (measured as CH eq. TVRs), declined by -26% YoY.

6. Spin Master finished the year as the #1 Toys & Games TV advertiser.

7. L.O.L. Surprise Hairvibes finished the year as the #1 TV campaign.

Ireland TV (linear)

Audience

-14%-11%

Children 4-9 HK+CH

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

Audience Decline in Ireland was Less Severe than the UK (-14% vs. -22%)

1st Jan-31st Dec 2020 vs. 2019

-36%-33%

-12%

11%

1%

-30%

-2%

-10% -11%

-3%

-14%

-22%

-14%

0

10000

20000

30000

40000

50000

60000

-40%

-30%

-20%

-10%

0%

10%

20%January February March April May June July August September October November December YTD

Chi

ldre

n (4

-15)

equ

ival

ent i

mpa

cts

(000

s)

YoY

% ch

ange

in c

hild

ren

(4-1

5)

equi

vale

nt im

pact

s

YoY % change 2020 eq. impacts

Source: MediaOcean/TAM Jan 2021

Converse to the UK, Free To Air Availability did not Offer Advantage to RTE2 as it Produced the Largest YoY Decline

1st Oct-31st Dec 2020 vs. 2019

30.0%

24.6% 23.8%

13.0%

7.6%

1.0%0%

5%

10%

15%

20%

25%

30%

35%

INICK INJRTOO INJR INICKTOO RTE2 VMTHREE

Shar

e of

chi

ldre

n (4

-15)

eq

uiva

lent

impa

cts

-4%

-20%

-1%

-18%

-45%

-2%

-50%

-40%

-30%

-20%

-10%

0%

YoY

% c

hang

e in

chi

ldre

n (4

-15)

equ

ival

ent i

mpa

cts

Advertising

Toys & Games TV Advertising Decline was Faster in Ireland than the UK (-35% vs. -26%), Despite Stronger Audience Performance on the Key Channels (-14% vs. -22%)

1st Jan-31st Dec 2020 vs. 2019

Source: TAM/MediaOcean January 2021

-36%-31%

Children 4-9

HK+CH

-15%

-32%

-22%

-47%

-64%

-43%

0%

-30%

-21%

-32%

-40%

-49%

-35%

0

500

1000

1500

2000

2500

3000

3500

4000

4500

-70%

-60%

-50%

-40%

-30%

-20%

-10%

0%

10%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Toys

& G

ames

CH

eq. T

VRs

YoY

% ch

ange

in T

oys

& G

ames

CH

eq.

TVRs

YoY % change in CH eq. TVRs 2020 CH eq. TVRs

The Top 4 TV Advertisers in Ireland were the Same as the UKTop 10 Ireland Toys & Games Advertisers, 1st Jan-31st Dec 2020, 42 Advertisers Total





-40% YoY





969 CH eq. TVRs3.1% SOV-51% YoY

946 CH eq. TVRs3.1% SOV-75% YoY

1 2 3 4 5

6 7 8 9 10


As per the UK, MGA Produced the #1 and #2 Most Viewed TV Campaigns in Ireland

Top 10 Ireland Toys & Games Campaigns, 1st Jan-31st Dec 2020, 229 Campaigns Total











1 2 3 4 5

6 7 8 9


L.O.L. Surprise Poopsie Slime Surprise Spin Master Paw Patrol Hatchimals Baby Born

Moose Toys Scruff A Luvs Interplay My Fairy Garden MGA Na! Na! Na! Surprise Interplay Fablab Activity Kits Spin Master Bakugan

10

Ireland Linear TV Summary

1. Children’s commercial impacts in Ireland declined by -14% YoY, compared to -22% for the UK.

2. Sky Kids Ireland accounted for 91% of all children’s commercial impacts in Q4 (children’s specific channels/strands).

3. Nickelodeon was the most popular channel in Ireland, commanding a 30% share of all commercial impacts.

4. Toys & Games advertising declined by -26% YoY, exactly the same decline produced in the UK.

5. As per the UK, Spin Master finished the year as the #1 Toys & Games TV advertiser.

6. As per the UK, L.O.L. Surprise finished the year as the #1 campaign.

YouTube Top 10s

SVOD Commands the Largest Share of Viewing Occasions, with Online Video (YouTube) and Linear TV Trading Places for Second

2-9 year olds, Viewing Occasions, “How did you watch it?”

23%21%

31%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 (October2020)

% of

vie

win

g m

inut

es

Live TV Online Video SVOD

Source: Giraffe Insights Kids and the Screen, question: “How did you watch it?”, Base: Occasions: All waves 2-9 year olds – 75,001

For the first time since the KATS study began, Linear TV’s share of viewing occasions did not decline wave on wave as it replaced YouTube at #2. SVOD services continue to

command the largest share of children’s attention.

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

Rank Channel Subs.Subs.

Growth (last 30 days)

Daily Avg. views

(last 30 days)

1 T-Series 170m +3m 125m2 Cocomelon 104m +2m 104m3 SET India 95m +2.6m 84m4 Sony SAB 44.9m +1.7m 70m5 Kids Diana Show 73.8m +1.6m 68m6 Like Nastya 68.5m +1.7m 63m7 Vlad and Niki 62.1m +1.4m 61m8 Zee TV 56.2m +1.2m 55m9 Colors TV 34.7m +1.6m 54m10 MovieClips 49.2m +1m 48m



Global Daily Avg. views

(last 30 days)

1 Cocomelon 104m +2m 104m2 Kids Diana Show 73.8m +1.6m 68m3 Like Nastya 68.5m +1.7m 63m4 Vlad and Niki 62.1m +1.4m 61m5 Toys and Colors 28.7m +600k 37m6 D Billions 5.5m +1m 34m7 Super JoJo 13.9m +1.5m 32m8 Pinkfong! 44m +1.1m 29m9 LooLoo Kids 39.3m +1.1m 27m10 Little Angel 20.8m +800k 25m

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 04.02.2021

Cocomelon continues to dominate the “Made for Kids” YouTube landscape, amassing the most subscribers and views in the past 30 days. This means it is also the 2nd most successful YouTube channel across all categories.

The growth of D Billions despite its relatively small subscriber base marks it out as one to watch in the coming months.

1 2 3 4 5

Ones to watch –Top 10 Global “Rising” Entertainment Channels




(last 30 days)

1 Cocomelon 104m +2m 104m

2 Kids Diana Show 73.8m +1.6m 68m

3 Like Nastya 68.5m +1.7m 63m

4 Super JoJo 13.9m +1.5m 32m

5 Vlad and Niki 62.1m +1.4m 61m

6 Pinkfong! 44m +1.1m 29m

7 LooLoo Kids 39.3m +1.1m 27m

8 D Billions 5.5m +1m 34m

9 Little Angel 20.8m +800k 25m

10 BabyBus 22.7m +800k 25m

The market leaders show no sign of slowing down, with the top 3 channels

(ranked by subscribers alone), averaging over 1.5m subscribers added in the last 30

days.Super JoJo marks itself out as one to

watch by adding over 1.5m subs in the past 30 days – over 10% of its total subs

base. Only D Billions has a higher percentage.


Top 10 Channels Globally, Entertainment, Ranked by Subscriber Growth:

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




(last 30 days)

1 The Dad Lab 1.8M +200K 4.5M

2 Ruby and Bonnie 4.9M +150K 3.4M

3 Gaby and Alex 16.9M +100K 3.3M

4 Steve and Maggie 4.4M +70K 2.8M

5 Mister Maker 1.24M +130K 1.8M

6 Play Dolls 1.17M +120K 1.7M

7 Toddler Fun Learning 1.68M +50K 1.6M

8 More Emily Tube 4.9M +140K 1.4M

9 PlayToys 6.97M +110K 1.3M

10 Learn with Twinkle 1.49M +70K 1.1M

The Dad Lab is the leading UK based channel, recording an

average of 4.5m daily views in the last 30 days. This is however less

than 5% of Cocomelon’s daily total.


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)




(last 30 days)

1 Disney Channel UK 8.55M +620K 15.0m

2 Cartoon Network UK 7.7M +210K 7.5M

3 Disney Junior UK 9.6M +210K 6.4M

4 Nickelodeon UK 5M +140K 4.9M

5 Boomerang UK 5.77M + 110K 2.8M

6 CBeebies 1.72M +30K 3.3M

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

Channel UK is dominant, achieving 2x more daily views

than its next closest competitor –Cartoon Network UK.

Source: Social Blade, data accurate as of 04.02.2021*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:

Executive Summary

Toys & Games AV Update - Executive Summary

SVOD accounts for 31% of viewing occasions (2-9 year olds), with Linear TV (23%)

and Online Video (21%) placing 2nd

and 3rd.

Children (4-15) spent 20% less time watching linear TV in Q4

(2020 vs. 2019) –c.1.5 hours YoY.

Sky Kids control almost two thirds

of commercial children’s impacts

following the closing of Disney

channels.

UK Toys & Games ad. spend

decreased an est. -31% YoY (2020 vs.

2019) – c.£40m YoY.

Digital media accounted for an est. quarter of all UK Toys & Games ad. spend in 2020.

24%

06:25


Toys & Games AV Update - Executive Summary cont.

Pop commanded the highest share

of children’s commercial

impacts in Q4 2020 (17%), in the UK.

Milkshake achieved the

highest unique reach for children

during Q4 2020 (4.4%), in the UK.

Cocomelon is the most viewed

“Made for Kids” YouTube channel

globally, and #2 of all YouTube

channels.

Spin Master ranked as the #1

advertiser in both the UK and Ireland

(10.6% and 12.3% SOV respectively).

L.O.L. Surprise ranked as the #1

campaign in both the UK and Ireland (1.4% and 6.0% SOV

respectively).


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toys & games av update: full year 2020 - generation media

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