Wednesday, July 11, 2007

The "Harry Potter Effect"

Via Cynopsis: Kids!, a new press release came out today from The Nielsen Company providing a handy run-down of the impact Harry Potter has had on the entertainment industry since his first appearance (which they've dubbed "The Harry Potter Effect"). Here's an excerpt of some of the key stats:
-- Book sales (Nielsen BookScan) - Since 1998, when Nielsen began measuring book sales in the United Kingdom, the six Harry Potter books have sold more than 22.5 million copies in the UK alone. In the United States, the Harry Potter titles published after 2001 have sold more than 27.7 million copies.

-- Box Office sales (Nielsen EDI) - Combined, the first four Harry Potter films have grossed more than $3.5 billion worldwide. The first film, "Harry Potter and The [Philosopher's] Stone," is the fourth all-time highest grossing film worldwide.

-- Advertising (Nielsen Monitor-Plus) - In the U.S., ad spend for all Harry Potter branded merchandise (including books, movies, DVDs and other promotional products) totals $269.1 million from 1998 to date. Outside of the U.S. from 2000 to date, $119.3 million was spent on total advertising for all Harry Potter branded merchandise in Canada, Germany, Italy, Netherlands, Norway, South Africa, Switzerland, and the U.K.

-- DVD/Video sales (Nielsen VideoScan) -All three Harry Potter DVDs/Videos - [Philosopher's] Stone, Chamber of Secrets, and Prisoner of Azkaban - debuted at #1 and remained the #1 family film for the first 3 weeks of each release.

-- Internet Traffic (Nielsen//NetRatings) - The Warner Bros. "Harry Potter Order of the Phoenix" Web site drew 446,762 unique visitors in May 2007.

-- Internet Buzz (Nielsen BuzzMetrics) - On blogs, the final book "Harry Potter and the Deathly Hallows," is generating more "buzz" than the latest movie installment, "Harry Potter and the Order of the Phoenix."

-- Music sales (Nielsen SoundScan) - The four Harry Potter soundtracks combined have sold more than 1.1 million copies in the U.S. and almost 100,000 copies in Canada since the initial release back in October 2001. There have been a total of 180,000 downloads of individual songs that tied to the four Harry Potter soundtracks.

-- TV ratings (Nielsen Media Research) - Since 2002, the Harry Potter movies have aired on U.S. television a total of 366 times.

-- Moviegoer Profile (Nielsen Cinema) - A recent survey of moviegoers shows 51% of persons age 12+ are aware that the new book is coming out next month. Twenty-eight percent of persons 12+ in the U.S. have read one or more of the previous Harry Potter books, and 15% have read all of the Harry Potter books-to-date.

-- Consumer (ACNielsen) - More than $11.8 million has been spent by U.S. consumers on Harry Potter-licensed trademark cookies, candy and gum products since June 2002.

Back in 2003, Ipsos Reid released a report that "45 per cent of Canadian households have read at least one of the books", which included 19% of Canadian adults (18+). I'm not sure what the stats are for Canadian kids and teens, but I suspect it's through the roof.

For more info about the Canadian market and to read about the global marketing plan for Deathly Hollows (only 10 days to go before the big release) read this article from Marketing Magazine.

1 comment:

Ash said...

Really true facts on HARRY POTTER thanks.