Toy marketers are spending more on kid's TV, while food marketers are spending less

Pressured by an up-tick in ad spend by the big toy retailers, hoards of toy advertising is headed to kid's TV. At the same time, food marketers are shying away from ad spending to kids.

Nickelodeon, MTVN Kids, and other kid-targeted television networks are looking at a big holiday season, thanks to strong demand from toy marketers.

The likes of Walmart, Target and Toys R Us are spending big, and convincing smaller marketers of the need to advertise on the kids networks. Some networks are already sold out in some dayparts--something that broadcast television hasn't seen in a while.

The advertising CPM in key demo kids' groups is soaring up 20% to 30% or more over an already strong 2010-2011 kids' upfront market. It looks like Viacom's TV networks for children are going to post about a 40% increase in ad sales due to strong demand from toy marketers.

At the same time that toy marketers are ramping-up their spend, food marketers aimed at kids have been curtailing efforts.

The reason? Perhaps it is the rising awareness of the impact of marketing on kids' health and obesity. Sara Lee for example, recently said it would limit its kids' TV marketing in solidarity with 16 other companies, including Burger King, Campbell Soup Company, Coke and Pepsi, Dannon, General Mills, Hershey, Kellogg, Kraft Foods, Mars, McDonald's and Nestlé.

Source: Media Post

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