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Demand for online advertising may be rising, but money is not being taken away from TV. The aim is to complement what’s happening on the small screen, not replace it

The power of the small screen

One of the best TV programmes on the toy business in recent years – in my view – was the 100 Greatest Toys with Jonathan Ross.

These kind of rundown shows are the bread and butter for the likes of Channel 4 and Five, but what I?really enjoyed about this one was watching the old TV?ads for toys from the 1960’s, 1970’s and 1980’s.

Not only did it give the chance to reminisce over long forgotten toys from your childhood, but seeing the ads change through the decades was an eye opener. Some of them may seem cheesy now, but they helped transport you back to remember just how badly you wanted Escape from Colditz, the Evel Knievel stunt set, a Buckaroo or Furby.

And, in 2013, the power of TV hasn’t diminished. Children may have more ways to consume media than ever, but TV remains undoubtedly the king.

In this month’s issue, we take a look at the Christmas TV ad plans from some of the major suppliers, and their spend has not gone down at all. If anything, it’s gone up. Some, like Little Tikes, are returning to TV after a brief period away.

That’s not to say firms are not spending in other areas.

Demand for online advertising is rising, according to Generation Media, but rather than taking money away from TV, cash is being taken from a different pot.

The aim is to complement what’s happening on the small screen, rather than replace it. Which will mean the children of today will be able to look back in 20, 30, 40 years and feel that same pull of nostalgia.

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