In the July issue of Toy World, Generation Media’s Jonathan Chambers talks about the shift in traditional Linear TV advertising.

Although Linear TV budgets may have been reduced in favour of other Digital platforms, Jonathan reminds readers of TV’s strengths and how it remains one of toy trade marketers’ greatest assets.

In the article, he explains: “Advertisers have migrated away from Linear TV advertising as the supply of impacts has reduced, with children and parent audiences focusing their attention on other, Digital, platforms. Whilst this has been happening, audiences have been showing an increasing preference for consuming Digital media on the largest screen possible, bringing them back to the TV set.

“Subscription Video On Demand (SVOD) services such as Netflix and Disney+ long surpassed Linear TV as the primary video channel for children, with Giraffe Insights reporting that SVOD accounted for 38% of total video occasions in October 2022 (Kids and the Screen, Wave 11). It will come as no surprise that over 80% of the viewing of these platforms takes place on a TV screen, meaning that if a viable commercial solution is ever presented to toy advertisers (i.e. cost effective reach at scale), SVOD would be well placed to command a large percentage of advertising budgets. But current pricing structures, targeting restrictions and the slow uptake of ad funded subscriptions means that this might not be a reality for the toy market until 2024, and more likely 2025.”

Jonathan also talks about the rise in YouTube advertising, the modern age of big data and what all these changes have meant for advertisers in terms of measuring results.

Click here to read the full article, which appeared in July’s Toy World.