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Media Impressions in the Children's Market

Delivered July 10th, 2019. Contributors: Nehil S., VIVEK K., Cristina G., Sagar K., Marie J., Supneet K., SHRUTI P., akshitha, Gene E. and

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Digital Impressions - Apparel

Children's apparel accounts for 12% of the overall apparel market. Top brands within this market include Tea Collection, Egg by Susan Lazar, Joah Love, among others. However, we were unable to determine the average number of digital media impressions and placements annually for children's apparel within the US. Our key findings and an explanation of our research strategy are detailed below.


KEY FINDINGS

  • Children’s apparel accounts for 12% of the overall apparel market.
  • In 2016, the average Click Through Rate (CTR) for the apparel industry was 0.78% with a conversion rate of 3.67%.
  • In 2016, the average Click Through Rate (CTR) for baby and children's clothing within this industry was 0.89% with a conversion rate of 1.42%.
  • The top 23 baby clothing brands include Tea Collection, Egg by Susan Lazar, Joah Love, Gymboree, Joules, Young & Free Apparel, Fore Axel & Hudson, Pink Chicken, Bonnie Jean, Baby Noomie, Appaman, Lilly & Sid, Miki Miette, Everbloom Studio, Shade Critters. Smiling Button, Wheat Kids Clothing, Oeuf, Mustard Pie, Mayoral, Miminoo, Livly, Nununu.
  • Tea Collection has a 0.65% of website traffic from their Display Ads and 10.27% of traffic is from Social.
  • Brands such as Egg by Susan Lazar and Joah Love do not provide information on the traffic on their website through social media, display ads.

RESEARCH STRATEGY

Strategy #1

We started our search by looking through news articles, press releases, and industry blogs and reports like Smart Insights, AdsoftheWorld, DigitalGabe, Adage, AdBrands, Neilpatel, and AdExchanger to check for the industry average impressions/brand placements in the children's apparel vertical. We used keywords such as "digital," "online," "ad view," "product placement," and "brand placement" to identify the information. Although AdsoftheWorld highlighted the ad views, it focused on the fashion industry in general and not the children's apparel vertical. We also looked through statistical websites such as Similar Web and Optimizely. However, information on these sites focus on website traffic and not on the average number of digital media impressions or the average number of digital placements within advertising for children's clothing brands.

We had hoped to count the total number of digital ads published by each brand and calculate the average annual ad placements. However, no relevant digital ads could be found for the brands specific to the children's apparel vertical. We were able to identify the Click Through Rate (CTR) and conversion rate in 2016 through Google Shopping Performance by Category. However, nothing specific to the number of impressions, or brand placements was available. Additionally, Optimizely highlighted the viewable impressions, but this information was behind a paywall. Therefore, we were unable to confirm whether the source provides the required information.


Strategy #2

Our next strategy was to search top brands' official websites for press releases, financial statements, or other reports that contain information about the average number of digital media impressions and placements annually. However, after looking through the websites and press releases for brands such as Tea Collection, Egg by Susan Lazar, and Joah Love, no information could be found on the number of digital ads placed by each of the brands and their impressions. However, we were able to identify the website traffic through digital mediums from SimilarWeb.

Strategy #3

Next, we tried looking for data through alternative data points in order to triangulate the information. For this, we tried identifying the required information for the apparel industry in general and then find the percentage of children’s apparel within this market. While we were able to identify the market share of children’s apparel in the total apparel industry, no relevant digital ads could be found for the brands specific to the children's apparel vertical.

Strategy #4

Next, we attempted to triangulate the information by calculating the average number of digital media impressions and annual brand placements by finding the Click Through Rate (CTR) for the children’s apparel brands in the US. We hoped to identify the data points separately and derive the information through one of the following formulas:
  •  Click Through Rate= (number of clicks/number of impressions) x 100, which implies that the number of impressions is equal to the number of clicks x 100.
  •  Conversion Rate = (number of conversions/number of impressions) x 100.

While we were able to identify the Click Through Rate (CTR) and Conversion Rate through 2016 Google Shopping Performance by Category, we could not locate any information on the number of clicks, the number of conversions, or brand placements for top brands within the children's apparel vertical. We assume that this is because the numbers differ widely for each company, so general information is not available. Meanwhile, the companies that house these brands are all privately held and do not publish information on their digital marketing strategies for competitive reasons.

Strategy #5

As a final strategy, we tried finding the information through digital advertising companies that work with the children's apparel vertical. With this strategy, we hoped to find any information on digital media impressions and the average number of digital ad placements. However, after searching through numerous digital marketing companies including but not limited to Tendrik and Brandignity, we could not find any specific examples or case studies that could be used to calculate the average number of digital media impressions and the average number of digital ad placements annually for brands in the children's apparel vertical.

Please note that throughout each of these strategies, we broadened our scope to include information from sources older than the standard 24 months in hopes of locating any information on digital media impressions and placements. However, this adjustment to each strategy did not yield any additional information.
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Print Impressions - Apparel

Carter Inc, Hanesbrands, Fruit of the Loom, Gap and The Children's Place are the leading brands in the US children's apparel vertical and they all take a digital, social media and broadcast forums channels in advertising their products.

HELPFUL FINDINGS

BRANDS IN CHILDREN APPAREL MARKET

CARTER INC

  • Carter Inc is a leading brand of children’s clothing in the United States. The company offers clothing gifts, and accessories for kids, babies and toddlers of all ages and has multiple brands related to various offerings.
  • The company is a leader in the $21 billion branded children's apparel (ages 0-7) market with a 14% market share.

Print media/advertising

  • Carter Inc markets its products through department stores, national chains, outlet, specialty stores and off-price sales channels. The company is increasingly using its digital programs to increase and retain brand loyalty along with stronger social media strategy such as click-and-collect, optimized its website for mobile, and launched an app.
  • The company largely takes a digital approach to marketing as compared to other advertising media such as print.

HANESBRANDS INC.

  •  Hanesbrands Inc is an American clothing company and the world’s largest marketer of basic apparel. The company offers a wide range of innerwear, hosiery, children's underwear, socks, T-shirts, sweatshirts, fleece and other active wear for children, men and women.

Print media/advertising

  • Hanesbrands spend over $100 million on advertising in digital, print, and national TV in 2018 but the company is not an active advertiser on print media and prefer to brand through TV and social media forums.
  • The company's latest print ad was published in Printwear issue.
  • HanesBrands is highly depended on the Mass merchandise stores and its advertising expenses is average about $150 million annually.

FRUIT OF THE LOOM INC.

  • Fruit of the Loom Inc is a leading global company specializing in the design, manufacture, and marketing of clothing products. The company offers a large range of kids clothing which includes briefs, apparels, underwear, undershirts and socks for boys and girls.

Print media/advertising

  • Fruit of the Loom Inc spent under $100 million on advertising in digital, print, and national TV in 2018. The company is not an active user of print media for branding and advertising and most use digital and broadcast forums.

GAP INC.

  • Janie and Jack by Gap Inc is a global leader in children’s fashion, offering a wide range of children apparels including dresses and sets, shorts, pants, bodysuits and others for boys and girls from 3 months to 12 years.

Print media/advertising

  • GAP Inc spent over $100 million on advertising in digital, print, and national TV in 2018. The company does not majorly use print media for advertising and largely consumes digital, TV, Social media forums.

THE CHILDREN'S PLACE

  • The Children’s Place operates in the children apparel market and offers a variety of children’s apparel for newborns to pre-teens and also has private-label merchandise and branded products for kids.

Print media/advertising

  • The Children's place advertising costs are largely related to the digital and display ads and not a print medium which was approximate $29.9 million in 2018.

RESEARCH STRATEGY

We began by searching for the top brands in the children's apparel vertical through market reports from sources such as MarketsandMarkets, IBIS, Technavio, MarketresearchReports etc. This strategy led us to a report by Business Insider, which provided the key players in the segment which includes Cartier's, Inc., Hanesbrands, Inc., Fruit of the Loom, Inc., Gap, Inc. and The Children’s Place from the US market.

Next, we searched through each company's official websites, press releases, media relations, blogs and resources. Unfortunately, there was no information regarding the number of print media ads placed by each of the brands and their impressions as most of the information available was related to the company products offers and features.

We conducted a search through credible advertising and marketing databases that could provide data about the above-listed brand's print advertising in magazines, newspapers, and other printed publications. We searched through sources such as Adsoftheworld, Adweek, Adage, Weekly Ads and so on. Most of the information found through this strategy was related to the brands overall advertising spend for all mediums including print, digital, TV and so on. Also, we found that most of the listed brands are leaders in the children clothing segment in the US and globally, but are not active advertisers in print media and prefer to use digital, social media and broadcast forums, hence, no relevant information through this search could be found.

Further, we carried out a search for advertising and marketing case studies around the brands operating in the children's apparel vertical in the US with an objective to find any case study on the brands identified above that could provide an analysis of the number of print media ads published by the brands and their impressions, however, after searching through various databases including but not limited to Boostability, Media Rating Council among others, we couldn't find a case study on the brands identified. Most of the case studies were on brands that do not operate in the children's apparel vertical.
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Broadcast Impressions - Apparel

Based on five brands in the children's apparel vertical, the average broadcast placements annually in the US is 40,375.

Old Navy

H&M

  • H&M recorded five airings in the past 30 days. The company earned an airing rank of #3,257 with a spend ranking of #3,124 among all other advertisers.
  • H&M has an approximate 60 broadcast placements/TV ad airings annually.

Hanes

Duluth Trading Co.

Men's Wearhouse

RESEARCH STRATEGY

The research team reviewed all brands in the "Apparel" section of Ispot TV. However, there were no brands that solely sell children's clothing. We checked for brands such as Ginger Snaps, Mossimo, OshKosh B'gosh, and other similar brands, but did not find any information for these type of brands. However, some brands also offer children's clothing and some of their commercials include children apparels. We also verified from given brands' websites that they indeed offer children's clothing.

We commenced our research by identifying brands in the US that are in children's apparel vertical such as Ginger Snaps, Mossimo, OshKosh B'gosh, and other similar brands. The next step involved exploring each of the brands' websites and looked for fact sheets, annual reports, and other marketing program hoping to find statistical data or reports showing the broadcast advertising placements they have through TV and radio platforms, including media impressions for each platform. However, information mostly found on these websites are their online stores and available products. Very little information was provided about the companies, and their annual reports provided a glimpse of their marketing efforts that while they use omnichannel marketing, there were no mentions of TV and radio commercials.
Next, we look for databases and third-party analytics websites that provide data about brands broadcasting advertising for TV and radio such as ISpot TV and Radio Advertising Bureau (RAB). Information on both sites are behind a paywall and needed to pay for a membership/subscription to access comprehensive reports. However, in the case of Ispot TV, it has limited free information that can be accessed. We tried looking for well-known children’s apparel brands, but there seemed no matched found, or the whole list of brands can be accessed by membership only. However, we found brands as listed in our key findings, which while not offering children's clothing solely, they indeed offer, together with other categories, such as apparel for adults. Some commercials listed in their ISpot TV commercials include children as subjects, and additionally, we have verified through their websites that they indeed offer children’s apparel. The number of placements were given but only in the past 30 days or past month. Therefore, we calculated and multiplied by 12 to get the annual data. Due to limitations of access, impressions from TV commercials are locked from free membership.

Lastly, we looked for advertising and marketing companies, agencies and websites such as Ad Age, Adweek, E-consultancy, and Forbes hoping to find some real case studies on their past projects of an apparel brand that utilized TV and radio for advertising which might present frequency of airings, outcomes such as impressions, and other viable metrics using these platforms. However, there were no available data that could thoroughly answer this request. Most information found are best practices, strategies, top and best ads for a given year, and other information that are not relevant to this request.

The unavailability of the information is due to TV and radio analytics platforms that require longitudinal study to determine insights among viewers, and most information that will answer this can only be purchased from third-party intelligence companies.

CALCULATIONS

TO GET THE ANNUAL TV COMMERCIAL AIRINGS/BROADCAST PLACEMENT:
  • In the past 30 days, Old Navy has had 6,156 TV commercials airings.
6,156 * 12 = 73,872 annually
5 * 12 = 60 annually
6,595 * 12 = 79,140 annually
978 * 12 = 11,736 annually
3,089*12 = 37,068 annually

TO GET THE AVERAGE ANNUAL TV COMMERCIAL AIRINGS/BROADCAST PLACEMENT FOR 5 BRANDS IN THE CHILDREN'S APPAREL VERTICAL:

(73,872+60+79,140+11,736+ 37,068)/5= 40,375.2 or 40,375 placements

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Digital Impressions - Home Decor

After an extensive search through credible sources, details about the average number of digital media impressions and the average number of placements of advertising from brands in the children's home decor vertical do not appear to be available in the public domain. However, the research team was able to gather other helpful findings such as the best 20 brands in this vertical, and some valuable insights about the digital marketing campaigns of some of the identified brands. These insights are presented below, together with the details of the team's research strategies to find the required information.

 Best 20 Brands in Children's Home Decor Vertical

  • Hayneedle
  • Crate&kids
  • Pottery Barn Kids
  • Amazon
  • Design Life Kids
  • Target
  • Rosenberry Rooms
  • Wayfair
  • Bed Bath and Beyond
  • Birch Lane
  • Anthropologie Kids
  • YLiving
  • Etsy
  • The Disney Store
  • H&M
  • buybuyBaby
  • Overstock
  • 2Modern
  • Jonathan Adler
  • Ikea

Digital Marketing Campaigns by Brands

  • In June 2017, Hayneedle launched its first national advertising campaign entitled “For the Love of Home” for TV, print, digital display, and digital radio.
  • In order to promote its new Crate&kids line, Crate & Barrel promoted the label in its site header and began a substantial web advertising campaign.
  • Williams-Sonoma, Inc., the parent company of Pottery Barn Kids, has been facing higher costs due to increased spending on digital advertising.

Digital Marketing Companies in the Children's Home Decor Vertical in the U.S.


Research Strategies:

To find the average number of digital media impressions and an average number of placements (annually) of advertising from brands in the children's home decor vertical using at least 5 example brands, we started to search for the top brands in the children's home decor vertical. We came across an article from BuzzFeed which provided a list of the top 20 brands in the said vertical.

Thereby, we started to search through the company websites, press releases, and other publications for the identified companies. The idea here was to find any information on the number of digital ads placed by each of the brands and their impressions. However, after checking through the websites and press releases for brands including but not limited to Hayneedle, Crate&kids, Pottery Barn Kids, Amazon, and Design Life Kids among others, no information could be found on the number of digital ads placed by each of the brands and their impressions. However, qualitative information on the digital advertising campaigns done by Hayneedle, Crate&kids, and Pottery Barn Kids was available through press releases and media publications.

Further, we started to search for digital ads published by the brands identified in the BuzzFeed article through databases including but not limited to Ad Forum and Ads of the World. The idea here was to count the total number of digital ads published by each brand and calculate the average annual ad placements. However, no relevant digital ads could be found for the brands specific to children's home decor vertical. Some of the ads found were for different media such as TV and print.

We also tried to search for any advertising and marketing case studies around the brands operating in the children's home decor vertical. The idea here was to find any case study on the top 20 brands identified that could provide an analysis of the number of digital ads published by the brands and their impressions. However, after searching through numerous databases including but not limited to Effie, WARC, and Creative Brief among others, no such case study could be found on the brands identified. Most of the search results provided case studies on different brands that do not operate in the children's home decor vertical.

Next, we searched through various social media analytics tools to find any information on digital media impressions for the top 20 brands identified. Some of the tools referred to include but not limited to SocialBakers, Brand24, and Vaizle. Out of these, only SocialBakers provided some information on 1 of the brands i.e. Hayneedle, however, the information was only limited to the brand’s YouTube channel and did not provide any other information on the brand's digital media impressions.

As a last resort, we started to search through digital advertising companies in the children's home decor vertical. The idea here was to find any information on digital media impressions and an average number of digital ad placements for the clients of such advertising companies. However, after searching through numerous digital marketing companies including but not limited to Intact Info, MicroD, and RM Innovation International among others, no specific examples or case studies could be found that can be used to calculate the average number of digital media impressions and average number of digital ad placements annually for brands in the children's home decor vertical.

After exhausting the above-mentioned strategies, we concluded that limited information is available on the average number of digital media impressions and an average number of digital ad placements annually for brands in the children's home decor vertical, as well as any industry standards or benchmarks. One of the probable reasons for the unavailability of such information could be that most of the brands operating in the children's home decor vertical operate in the overall home decor industry, therefore, the information specific to children's segment is not readily available. It could also be possible that since limited information is available on digital ads as opposed to TV and/or print ads, the requested information could not be triangulated.

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Digital Impressions - Giftables

Due to lack of publicly available information, the research team could not provide the average number of digital media impressions and an average number of digital placements (annually) of advertising from brands in the children's giftables vertical. However, we have provided the next level of available data, which are the number of advertisements from social analytic tools and social media platforms for Lego, Barbie, Fisher Price, Hasbro, and Hot Wheels.

LEGO

BARBIE

FISHER PRICE

  •  877 online ads placement.
  • Instagram average like: 2,563.60.
  • Instagram average comments: 123.44.
  • Instagram media uploads with 30+ monthly average: 1,351.
  • YouTube views for the last 30 days: 23,288,100.
  • YouTube uploads: 969.
  •  307,476 Twitter impressions.

HASBRO

HOT WHEELS

RESEARCH STRATEGY

Due to lack of publicly available information, the research team could not provide the average number of digital media impressions and an average number of digital placements (annually) of advertising from brands in the children's giftables vertical. However, the request suggested providing five examples of brands within the vertical, we decided to focus on toy brands since they are popularly given as gifts for kids. We searched for the most popular brands in this category, which we found and selected only five brands from the list of the most loved brands for kids. These brands are Lego, Barbie, Hasbro, Hot Wheels, and Fisher Price.

The research team started by searching company websites to look for reports (annual reports, news, press releases) regarding their online ads. We hoped to find pre-compiled data on the number of ads and impressions for each of the brands selected. Unfortunately, the selected brands do not have any publicly available information/metrics of their online advertisements.

Next, we searched for any useful data points from articles in advertising websites such as Adweek, Adage, and other PR media websites. We were hoping that these websites could have published case studies and articles on the five brands selected regarding their online media impressions and placement, but we found no relevant source. We were only able to find sources specific to a certain ad and that did not account for the digital impression of the brand.

We also used analytic tools such as Moat, Social Blade and Tweetreach. We were hoping that these tools would provide us with the data needed to triangulate the needed average number of digital impressions and average number of digital placements. Unfortunately, these tools only focused on the social media presence and not on the total online ads such as website, email banner ads, and more. We could only get social media number of likes, views and Twitter impressions for a week. For the ads placement, the data provided is the total number of uploads, and we cannot triangulate the number of ads annually due to insufficient information. The lack of this data could be due to ads performance being internal corporate information.

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Print Impressions - Home Decor

After examining several credible sources such as market research reports, ad databases, and advertising and marketing case studies, we were unable to determine the average number of print media impressions as well as the average number of print placements of advertising from brands in the children's home decor vertical. It is possible that the requested information is not available in the public domain.

HOME DECOR & FURNITURE MARKET-US

  • From 2016 to 2020, the market for children's furniture in the United States is anticipated to grow at a CAGR of around 4.52%. Some key players operating in the market include Ashley Furniture, Berkshire Hathaway, IKEA, Rooms To Go, Wayfair, and Williams-Sonoma.
  • In the United States, the market is undergoing the highest growth with an estimated market share of about 68.1% (2017) of the North American region. A few key players providing furniture and home decor products are Ikea, Bed Bath & Beyond, Ashley Furniture Industries Inc., and Williams-Sonoma.

BRANDS IN CHILDREN HOME DECOR VERTICAL

ASHLEY FURNITURE

  • OVERVIEW: Ashley Furniture offers kid's furniture and decor items such as mirrors, novelty lighting, decoratives, rugs, and bedroom furniture. The options include many styles such as Boho, novelty, and modern. The company's products are constructed using reliable material. (Source 3)
  • PRINT MEDIA/ADVERTISING: Ashley Furniture's advertising spend exceeds $100 million, which includes expenses for digital, print, and national television campaigns. The company is recognized as a leading print advertiser and has invested in premium ad units while advertising on more than 250 various media properties in 2018. (Source 7)
  • Its latest (2019) print ad was published on the Miami Herald.

IKEA

  • OVERVIEW: IKEA offers baby and kid's furniture, as well as home decor products based on age and requirements. Its products include lighting, furniture, toys, rugs, storage, and more.
  • PRINT MEDIA/ADVERTISING: IKEA's advertising spend for 2018 was below $100 million for digital, print, and TV advertising. The brand is more active regarding TV, primetime, and social media advertising but not print ads.
  • Ads Of The World highlights 127 print ads published by Ikea globally but does not present a print ad record for the United States.
  • IKEA's recent print ad titled 'Sleepy' promotes its range of bed frames and mattresses. It was directed at potential mothers and was incorporated in the top 10 creative print ads published by The Drum.

    • BED BATH & BEYOND

  • OVERVIEW: The company has several offerings and products under the category baby room decors, along with kids rugs and wall decors.
  • PRINT MEDIA/ADVERTISING: Bed Bath and Beyond is listed as one of the top print advertisers by Media Radar. The company spent less than $100 million on advertising through digital, print, and national TV in 2018.
  • The company's recent ads were implemented through Snapchat, mobile, and TV but not print media.

    • WILLAMS-SONOMA

  • OVERVIEW: Operating in the market since the year 1999, Williams-Sonoma offers children's home decor through its segment Pottery Barn Kids, which is a prime destination for dependable kids' furniture and accessories such as bedding and bath accessories, cribs, classic toys, luggage, and lunch bags.
  • PRINT MEDIA/ADVERTISING: The company spent under $100 million on advertising through digital, print, and national TV in 2018. It is not an active print advertiser and mainly conducts branding through programmatic advertisers.
  • The company's recent (2019) print ad was published on Elle Decor.

    • WAYFAIR

  • OVERVIEW: Wayfair offers baby and kids home decor products, which include furniture, bedding and bath, toddler play, decor, and storage, among others.
  • PRINT MEDIA/ADVERTISING: Compared to print advertising, the company is more active in other forms of branding and advertising like digital and television. The company spent over $100 million on advertising through digital, print, and national TV in 2018.
  • Wayfair's recent (2019) print ad was published on Better Homes & Gardens.

    • ADDITIONAL INFORMATION


    RESEARCH STRATEGY:

    Our search for the top brands in the children's home decor vertical began by scouring through market research reports on the United States furniture and home decor industry, including Markets and Markets, IBIS and Market Research Reports. Using this search strategy, we discovered paid reports from BusinessWire and Market Research Reports, which provided the key players in the furniture and kids home vertical, namely IKEA, Ashley Furnishing, Wayfair, and Bed Bath & Beyond. Furthermore, we reviewed various sections of each company's official website, including those dedicated to their products, press releases, media relations, reports, and resources but no information could be found on the number of print media ads placed by each of the brands and their impressions. Most of the information available was related to offers and product features.

    Secondly, we tried to search through credible advertising and marketing databases or analytical websites that could provide data on the brand's print advertising in magazines, newspapers, and other printed publications. We explored sources such as Ads Of The World, Adweek, Adage, and Weekly Ads, among others. However, most of the information available for the brands were related to their advertising spend on overall mediums, including print, digital, TV, etc. Also, the print ads identified for IKEA through Ads Of The World shared their advertising for all countries instead of print ads specific to the United States was available. Hence, no relevant information through this search could be found.

    Next, we tried to search for advertising and marketing case studies on the brands operating in the children's home decor vertical. We wanted to locate any case study on the identified brands that could provide an analysis of the number of print media ads published by them, along with their impressions. After searching through numerous databases such as Boostability, Media Rating Council, among others, we could not find a relevant case study on the brands identified. Most of the search results provided case studies on different labels that do not operate in the children's home decor vertical.
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    Print Impressions - Giftables

    RELEVANT INSIGHTS

    LEGO

    BARBIE

    FISHER

    HASBRO

    • In 2017, Hasbro posted one video advertisement that was aired in 2017 with the name 'Through the Eyes of a Friend.'
    • The advertisement was created by Grey, the United States for Hasbro, within the category i.e., Toys.
    • Hasbro spent about $100 million on advertising in digital, print, and national TV in 2018.
    • The company advertised on over 250 different Media Properties in 2018 across multiple Media format.

    HOT WHEELS

    Research Strategy

    Information specific to print media impressions, and the average number of print placements for children's giftable was not available. This is because there has been no recent information available for Print ads for the brands selected.

    To provide consistent information across all request, we followed the same brands of giftable brands that were covered in the same series of the request. Thus, to provide five examples of brands within the vertical for this request, we decided to focus on toy brands since they were popularly given as gifts for kids. We searched for the most popular brands in this category, which we found in various sources. We selected five brands from the list of most loved brands for kids. The list includes Lego, Barbie, Hasbro, Hot Wheels, and Fisher-Price.

    Strategy #1: Company websites, press releases, and publications

    • In our first strategy, we searched through the company websites, press releases, and other publications for the identified companies. The idea for this search was to find any information on the number of print ads placed by each of the brands and their impressions. Each of the company websites mentioned the company's mission, vision, and product features. However, after checking through the websites and press releases for each of the brands, we found that the selected brands do not have any publicly available information/metrics of their print advertisements.

    Strategy #2: Ad databases

    • In our next strategy, we looked into ad databases such as Ad Forum, Ads of the World, Adweek, Adage, and other PR media websites. The idea was to check the information regarding recent print ads that have been printed by these advertising agencies during the last year, along with the information on placement and viewership.
    • For LEGO, we were able to find a few print ads, but these ads were posted between 2006 and 2013.
    • For Barbie, there was a list of advertisement provided by the company. However, all the ads were filmed advertisement, and there were no records of any print advertisement.
    • For Fisher, there was only one advertisement made by the brand. However, it was posted in 2013.
    • For Hasbro, there was only one advertisement which was posted in 2017, but the impression was not mentioned.
    • For Hot Wheels, there were just four ads, which includes three film advertisement and none of the ads had a recorded viewership.
    • Adweek and Adage also listed some advertisement by the above mentioned brands. However, there was no recent print advertisement from the brands. Moreover, most of the information available for the brands were related to their advertising expenditure for overall mediums advertisements, which includes print, digital, TV, and others. Additionally, no bifurcation for these different mediums was given.

    Strategy #3: Advertising and marketing case studies

    • Next, we looked into advertising and marketing case studies around the brands operating in the children's giftable vertical. The idea was to find any case study on the brands identified above that could provide an analysis of the number of print media ads published by the brands and their impressions. However, after searching through numerous databases including but not limited to Boostability, Media Rating Council, and others, no such case study could be found on the brands identified. Most of the search results provided case studies on different brands that do not operate in the children's giftable vertical.
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    Broadcast Impressions - Home Decor

    Some top brands within the children's home decor industry include Trendwood, Ashley Furniture, Bivona, and Million Dollar Baby. Providers of these brands such as Hayneedle and Wayfair have launched national broadcast campaigns to advertise these brands. However, after a thorough search, we were unable to determine the average number of broadcast media impressions and placements annually for these top brands. Our findings and an explanation of our research strategy is detailed below.

    KEY FINDINGS

    Brands Within the Children's Home Decor Vertical


    Broadcast Media Advertising and Children's Home Decor

    • Hayneedle focused on digital advertising, rather than traditional TV and radio advertising.
    • In 2017, Hayneedle launched their first national advertising which includes Broadcast advertising such as television and radio but details on media impressions and an average number of Broadcast placements (annually) are not quoted.
    • There is only one TV commercial featuring Hayneedle to date. However, this ad is no longer airing and its content does not pertain to children's decor specifically.
    • Ashley Furniture had spent less than $100 million in digital, print, and TV advertising but details on children's home decor vertical advertising is not quoted.
    • Ashley HomeStore TV commercials have aired 6,746 times in the past 30 days. Assuming this is a typical number for these commercials to air, we can assume their commercials air approximately 80,952 annually (6,746 x 12 months). However, there are no details on segments specific to children's home decor within these broadcasts.
    • Wayfair TV commercials have aired 5,223 times in the past 30 days. Therefore, assuming these numbers are typical, Wayfair commercials air approximately 62,676 times annually (5,223 x 12 months). However, like Ashley HomeStore's commercials, there are no details on segments that specifically advertise children's home decor.
    • IKEA TV commercials have aired 2,882 times in the past 30 days. Using the same assumptions as above, IKEA commercials air approximately 34,584 annually (2,882 x 12 months). However, there are no details on segments specifically airing to children's home decor.

    ADDITIONAL INSIGHTS

    • Media Rating Council is the audit activity agency which monitors the radio and television traffic. However, this council does not provide information on children's home decor vertical advertising.
    •  Boostability provides TV and radio broadcast marketing information but does not provide any case studies relevant to children's home decor vertical.

    RESEARCH STRATEGY

    Strategy #1: Company Websites, Press Releases, and Publications

    We began our research by looking for the top brands in the children's home decor vertical. To do this, we looked through articles, press releases, and market reports within the children's home decor industry that discuss top brands, considering only those mentioned in multiple sources by industry experts. In doing this, we found several articles including those from notable interior designers and industry leaders that provide a list of top brands in the children's home decor vertical.
    Our next step was to search through these companies' websites, as well as press releases and other publications for any information on the number of broadcast ads placed by each of the brands and their impressions. However, after checking through the official websites, financial statements, and press releases for brands, including Hayneedle, Create&Kids, Pottery Barn Kids, Amazon, Bivona, and Design Life Kids, no information could be found on the number of broadcast ads placed by or impressions of these brands. Most of the information in these sources focus on special offers and product features.

    Strategy #2: Ad Databases

    Our next strategy was to look through databases and market analyses that provides data about a given brand's broadcasting history. Unfortunately, websites such as Reuters, Forbes, Bloomberg, Market Insight, and others do not include data on broadcasting within TV and radio for brands within children's home decor. The only analytical database sites we found within this category is a site that measures conversion analytics and impressions for TV ads within the US called iSpot.TV. From here we were able to determine each of the top home decor brands' commercial placements and airings for the past 30 days. However, these metrics are for the entirety of each home decor brand and are not specific to children's home decor companies such as Trendwood, Bivona, Coaster, and Million Dollar Baby. For companies like IKEA, Ashley HomeStore, Wayfair, there is no data that specifies which ads (if any) focus on children's home decor.

    Strategy #3: Advertising and Marketing Case Studies

    Finally, we broadened our scope to include any advertising and marketing case studies surrounding brands within the children's home decor vertical. We hoped to find case studies that could provide an analysis of broadcast ads and impressions of the top brands within children's home decor. However, after searching through numerous databases including Boostability, Media Rating Council, and others, no such case study could be found. Most of the search results provided case studies on home decor brands that do not operate within the children's home decor vertical.

    After exhausting the above-mentioned strategies, we conclude that information on the average number of broadcast media impressions and the average number of broadcast ad placements annually for brands in the children's home decor vertical is not available in the public domain. We assume that the unavailability of such information could be that most of the brands operating in the children's home decor vertical operate in the overall home decor industry. Therefore, information specific to children's’ segment is not readily available for competitive reasons.
    Part
    09
    of nine
    Part
    09

    Broadcast Impressions - Giftables

    Based on five brands in the children's giftables vertical, the average number of broadcast placements annually in the US is 11,367. We were able to triangulate this total based on the calculations below.

    COMMERCIALS AIRED/BROADCAST PLACEMENTS BY BRAND

    HASBRO TOYS & GAMES
    • In the past 30 days, Hasbro Toys & Games has aired 1,865 TV commercials and earned an airing rank of #561 with a spend ranking of #560 as compared to all other advertisers.
    • Based on our calculations, Hasbro Toys & Games has an estimated 22,380 TV commercials aired/broadcast placements annually.
    FISHER-PRICE
    • In the past 30 days, Fisher-Price has aired 461 TV commercials and earned an airing rank of #1,273 with a spend ranking of #1,010 as compared to all other advertisers.
    • Based on our calculations, Fisher-Price has an estimated 5,532 TV commercials aired/broadcast placements annually.
    MATTEL
    • In the past 30 days, Mattel has aired 1,267 TV commercials and earned an airing rank of #751 with a spend ranking of #621 as compared to all other advertisers.
    • Based on our calculations, Mattel has an estimated 15,204 TV commercials aired/broadcast placements annually.
    LEGO
    • In the past 30 days, LEGO has aired 307 TV commercials and earned an airing rank of #1,442 with a spend ranking of #1,295 as compared to all other advertisers.
    • Based on our calculations, Lego has an estimated 3,684 TV commercials aired/broadcast placements annually.
    BOXY GIRLS
    • In the past 30 days, Boxy Girls has aired 837 TV commercials and earned an airing rank of #977 with a spend ranking of #597 as compared to all other advertisers.
    • Based on our calculations, Boxy Girls has an estimated 10,044 TV commercials aired/broadcast placements annually.


    ADDITIONAL HELPFUL FINDINGS

    •  iSpot.TV provides real-time attention and conversion analytics for TV ads. The site monitors over 120 TV networks across the US and they combine that data with an ad catalog of more than 525,000 creatives. One of the site's features is providing brands' TV commercial impressions. However, the site requires a registration process in order to fully access the data.


    RESEARCH STRATEGY:

    First, we looked for US brands that are in the children's giftables vertical (includes FAO Schwarz, Lego, Mattel, Vtech, Hasbro, Boxy Girls, and Fisher-Price, among others). We checked each company's website to find any statistical data or reports regarding their broadcast TV and radio advertising, specifically searching for any data on their media impressions and placements. However, we were unsuccessful as there is no relevant information to address this criterion published on the company sites.
    We then looked through databases or analytical websites that provide data about brands' broadcasted advertising for TV and radio. Unfortunately, none of the databases we searched offer information on brands' radio data. Instead, we found data regarding brands' TV commercial placements over the last 30 days on iSpot.TV. Using this data, we triangulated the annual broadcast placements for brands in the children's giftables vertical. This database has overall TV advertising commercial impressions for brands, but users must register on the site in order to access the features and get the TV media impressions for these brands using a corporate email. Without an account, users are limited to five brands' data. Based on this limitation, we have provided data for Hasbro, Fisher-Price, Mattel, Lego, and Boxy Girls.
    For our third research strategy, we switched gears and consulted advertising and marketing agencies, business sites, press release websites, and advertising strategy reviews for brands in the children's giftables vertical to find their media impressions and annual placements in TV and radio. However, there was no viable data relevant to support the requested data for any of the brands we scanned. The only data we found referred to events that gained media impressions globally and one commercial of a brand for a specific product and its resulting media impressions. However, these sources did not report whether the impressions were gained by TV or radio advertising.

    CALCULATIONS
    To get the total placements of annual TV commercials aired/broadcast, we employed the following calculations:
    • In the past 30 days, Hasbro Toys & Games has aired 1,865 TV commercials: 1865 * 12 = 22,380 annually
    • In the past 30 days, Fisher-Price has aired 461 TV commercials: 461 * 12 = 5,532 annually
    • In the past 30 days, Mattel has aired 1,267 TV commercials: 1267 * 12 = 15,204 annually
    • In the past 30 days, LEGO has aired 307 TV commercials: 307 * 12 = 3,684 annually
    • In the past 30 days, Boxy Girls has aired 837 TV commercials: 837 * 12 = 10,044 annually

    To get the average placements of annual TV commercials aired/broadcast for five brands in the children's giftables vertical, we employed the following calculations:
    • (22,380 + 5,532 + 15,204 + 3,684 + 10,044)/5 = 11,367 airings/broadcast placements annually
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    From Part 09

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    Quotes
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