In
the US 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 UK.
All
three Harry Potter DVDs/Videos - Sorcerer's Stone, Chamber of Secrets, and Prisoner
of Azkaban - debuted at number one and remained the number one family film for
the first 3 weeks of each release. The Warner Bros. "Harry Potter Order of
the Phoenix" Web site drew 446,762 unique visitors in May. On blogs, the
final book Harry Potter and the Deathly Hallows is generating more ‘buzz’
than the latest movie installment.
The
four Harry Potter soundtracks combined have sold more than 1.1 million copies
in the US 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.
Since
2002, the Harry Potter movies have aired on US television a total of 366 times.
A recent survey of moviegoers shows that 51 per cent of persons age 12+ are aware
that the new book is coming out next month. 28 per cent of persons 12+ in the
US have read one or more of the previous Harry Potter books, and 15 per cent have
read all of the Harry Potter books-to-date.
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. Audio titles of the Harry Potter
series have been popular, with total sales of more than 1.34 million audio copies
in the U.S. (818,000) and the UK (525,000) to date. In the UK, audio releases
of Harry Potter and Sorcerer's Stone have sold the most volume to date (128,280
units). Since 2001, Harry Potter and the Order of the Phoenix (452,000 units)
and Harry Potter and the Half-Blood Prince (349,000 units) are the best-selling
audio books in the US.
Since
2000, international advertisers have spent $659,019 promoting the Harry Potter
books (print books and audio books), with the bulk of the ad dollars going towards
audio books ($543,412). The top spending category outside the U.S. has been theatrical
releases ($57.3 million). Ad spending for Harry Potter among DVD/Video releases
came in second at $31.9 million. Advertisers for video games spent $11.8 million
and toys/games spent almost $11.6 million, while advertising for Harry Potter
magazines reached $3.8 million.
Cross
Promotion in the US: The Harry Potter brand has partnered with products as diverse
as bubble bath to electronic games to cross-promote and sell more merchandise.
In total, $54 million was spent promoting Harry Potter products excluding the
core businesses of books and movies over the last seven years. EA Games Harry
Potter & Goblet of Fire Entertainment Software spent the most reaching more
than $4.5 million. Other notable promotions include: EA Games Entertainment Software
Harry Potter Quidditch World Cup ($3.2 million), Mead Harry Potter School Supplies
($3.1 million), EA Entertainment Software Harry Potter & The Sorcerer's Stone
($2.3 million), and Harry Potter & Chamber Of Secrets Playsets Polyjuice Potion
Maker ($2.0 million).
In
2007, two Harry Potter movies aired on Disney in the US averaging approximately
2.8 million viewers. The last broadcast network (ABC) to carry a Harry Potter
movie was "Harry Potter And The Sorcerer's Stone in April with approximately
4.2 million U.S. viewers.
59
per cent of persons age 12 and older are aware that the fifth movie in the series
is coming out this month.
57
per cent of persons 12+ have seen one or more of the previous Harry Potter movies.
