Subtle shifts in sector spend mark a fairly flat kids upfront

While the kids upfront market might have broadcasters pulling out all the bells and whistles to attract prospective advertisers right now, toy clients aren't heeding the call in hordes anymore. Mired in a deep funk, the sector's ad spend has dropped by between 15% and 20% since 2002, and although some ad sales execs suggest that smaller and mid-sized toy players could prod the category to growth this year, it's uncertain if that will happen without another Pokémon-sized hit property.
By
May 1, 2003

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