Wednesday, July 11, 2007

Harry Potter: Economic Dynamo

With the impending release of both the fifth movie and seventh book in the Harry Potter series, interest in the boy-turned-adolescent wizard is at new heights.

Release Me has a post of a press release from the Nielsen companies about the economic impact of Harry Potter -- books, movies, DVDs, music CDs, toys, games, and miscellany -- since 1998. Much too long to repost in its entirety here (it has many nuggets of information and various statistics), it says in part:

Here is a unique look at the Harry Potter effect.

— 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 Sorcerer’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 - Sorcerer’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.
That's a mouthful, isn't it?

Speaking of mouths full, I was intrigued by that last item, which is expanded later in Nielsen's news release:
ACNielsen data also shows that sales for Harry Potter-licensed cookies, candy and gum products peak the week a Harry Potter movie or book launches, showing almost $900,000 in sales for Harry Potter-licensed goods the week of the 11/5/02 movie premiere of “Harry Potter and the Chamber of Secrets” and $650,000 in sales the week of the 11/18/05 movie premiere of “Harry Potter and the Goblet of Fire”.

Candy products licensed from the Harry Potter series can be a little unconventional. Some favorites include: Cockroach Clusters, Jelly Slugs, Ice Mice, Chocolate Frogs, Fizzing Whizbees, and of course Bertie Bott’s Jelly Beans, including ear wax and dirt flavors.
Mmmmm! Ear wax and dirt! "Unconventional" is the least of it.

On a related topic, Doug Mataconis deflates some of the mythology surrounding the (non-economic) impact Harry Potter has had on youth reading habits. The hope was fun while it lasted.

No comments: