Pre-Christmas TV ads – marketing strategies that will be driving sales before the big day

What’s on the box?

Data is king when it comes to screen advertising now, experts say. But how it’s presented to the trade is another matter altogether… Ahead of looking at pre-Christmas advertising, we assess what’s on the telly…

TV or not TV, that, to paraphrase the great bard of Avon, is the question.

In an increasingly complex world, mainstream TV, be it a mainstream terrestrial channel (to use the old parlance) or one of the ever-

proliferating children’s channels “on digital and cable platforms, is still deemed by many as the benchmark of a strong marketing campaign.

But with YouTube and social media adding to the mix – and increasingly important and essential for young eyes – that is not necessarily the benchmark for a successful TV advertising campaign.

And with an even more diverse mix set to land in the coming months – Netflix, among other streaming services, is long-mooted to be close to introducing its own cheaper, ad-funded platform, which will enable it to hoover up even more spend, this time from toy companies – where does that leave the old-fashioned, high TVR-rated campaign in 2022 and beyond?

Well, for starters, while retailers still view

a traditional campaign as the true sign of a supplier putting its money where its mouth is, new metrics and and levels of support should perhaps be better explained to them. As Nick Richardson, founder of the Insights Family, and TnP You have to understand the columnist, says: “We’ve already done some work to help educate retailers. They don’t audience you’re have the experience to analyse targeting with the data sometimes. ads. If you’re “Retailers have a lot of targeting kids aged between six and eight things to tick off that they know about – the product, its price point, packaging; but TV advertising is not really years old, you part of their training as a have to be a buyer, how it affects buying little bit impulse decisions. It’s unfair smarter to expect them to have that responsibility. We as an industry have a responsibility to try to help them understand these things.” As Richardson notes, with a market that is ever more fragmented, data is becoming increasingly important. “You have to understand the audience you’re targeting with ads. If you’re targeting kids aged between six and eight years old, you have to be a little bit smarter. They’re spread across so much more different media you can’t just take that broad approach.

“You really need to use data to understand who your audience is and where that group is most likely to be watching; what’s resonating with them.”

TV is still where most children see ads, ahead of YouTube but, says Richardson, if you add in other social media platforms, “there’s not too much in it”.

“Retailers still maybe look for the assurance and comfort blanket that a TV campaign gives for them to invest in a product.

“One of the difficulties is that there’s a lot of data out there, a lot of it isn’t that robust and retailers can be bamboozled. You can show them data that 99% of individuals will go for X, and other data that shows them that 99% of individuals will go for Y. It needs to be presented in a compelling way and be reliable.”

Circling back, it’s clear that TV is still important, but just offering up a 200TVR campaign is no guarantee of success – and suppliers can spend a lot of cash and waste much of it adopting that approach. Opposite, we look at what Mattel has in store with its pre-Christmas TV advertising plans…

Mattel unveils its TV stars for Christmas

Mattel continues to invest in heavyweight campaigns to support key items for the festive period, with extensive TV campaigns as part of extensive marketing programmes to drive consumer demand

This AW Barbie launches exciting new playsets to create fun adventures including the new Barbie Dream Camper and Barbie Totally Hair Dolls, as well as continuing to support Barbie Fashionistas and Dreamhouse.

Adding magic to TV is the Barbie Dreamtopia Mermaid Power dolls as well as the Mermaid Power Boat Playset, taken from the new musical special Barbie Dreamtopia Mermaid Power.

Hot Wheels creates thrilling vehicle experiences for fans with the impressive Hot Wheels City Attacking Shark Escape Playset, which will be supported by TV, as well as the Hot Wheels Ultimate Garage Playset and Hot Wheels Monster Truck Unstoppable Tiger Shark RC Vehicle. This AW, Hot Wheels is sponsoring afternoons on Nick Jr where they will be supporting Hot Wheels Wreckin’ Raceway Playset, Action Spiral Speed Crash Playset, Hot Wheels Monster Truck Unstoppable Tiger Shark RC Vehicle and the Ultimate Garage Playset.

Fisher-Price introduces the new DJ Bouncing Beats with extensive TV support, along with the new Linkimals, Light up & Learn Owl. Fisher-Price Little People Barbie Dreamhouse will also be supported on TV.

Thomas & Friends introduces the exciting Launch & Loop Maintenance Yard, which will be supported on TV this Christmas, as well as top seller Trains & Crains Super Tower.

Imaginext DC Super Friends Bat Tech BatBot will be supported on TV this AW alongside Imaginext Jurassic World Mega Stomp & Rumble Dino!

TV will also be supporting Mattel’s much-loved Polly Pocket, with the new Compact & Wearable assortment and New Polly Pocket Treehouse. Harry Potter will hit the screen this AW with the new Flying Car and Core dolls. Fans of the new Jurassic World Dominion movie will see the Jurassic World Strike ‘n Roar Giant Dino hit the big screen this Christmas.

Key licensors will be supported, including the Disney Pixar Lightyear Jetpack Buzz as well as the Minions Babble Otto, plus Disney Pixar Cars Radiator Springs Send Off and Sudsmarine Colour Change Car Wash. The Mega Pokémon Ultimate Jungle Expedition will also be supported by media this AW.