TDmonthly Magazine has been following recent changes in the television business model caused by the introduction of video-on-demand, the chaos in the affiliate structure and the search for how to make advertising work in the new realm. Ad budgets for television have dropped for the first time since 2001 (the year that will live in advertising infamy), and more is being "experimented" with on the Internet.
TDmonthly has spoken with a number of toy companies about the changing focus of advertising dollars. Proctor & Gamble has made a significant thrust toward Internet and video-on-demand ad options, which could signal a trend for big players in the toy industry. This would mirror changes already underway in children's/tween/teen television and may prove a natural progression for heavy toy industry hitters.
Please check back in a future issue of TDmonthly to find out more on this emerging trend.