In these changing times for the media industry where traditional advertising revenues are under pressure, The Simpsons has been cited in a survey by our client, Brand Licensing Europe 2010, as the best global example of driving revenue in through licensing by a TV show.
Licensing is becoming an increasingly important factor in revenue-generation for media companies. Next week’s event at Olympia is the ultimate showcase in pan-European licensing as the industry comes together under one roof for three days.
Full details on the survey below. One thing to bear in mind is that its not just media that is benefiting from the growth in licensing; other vertical sectors are too as our research for the event is demonstrating, including sport and technology.
For more details on Brand Licensing Europe 2010, go to http://www.brandlicensing.eu.
THE SIMPSONS VOTED MOST SUCCESSFULLY LICENSED TELEVISION SHOW OF ALL TIME
- The Simpsons has over 400 official licensees and worldwide retail sales topping $8 billion, in a global industry worth $191 billion -
- Harry Potter edges out Luke Skywalker and Superman as the most powerful licensed film character of all time –
- Twilight’s Edward Cullen (Robert Pattinson) most profitable licensed film character of 2010 -
London, 23 September 2010: a global survey conducted by Brand Licensing Europe 2010, Europe’s premier licensing trade exhibition, has revealed that our fascination with the antics of Homer Simpson and his family remains as strong as ever despite more than twenty years on our screens and over 450 episodes.
The survey asked global licensing professionals to rate a range of film and television shows and characters in terms of licensing success – the ability to generate a successful revenue stream through the sale of licensed merchandise, from clothing to toys, games, books and films. The Simpsons took 31% of the vote, followed by Sesame Street on 26% and Looney Tunes on 10%.
Officially the longest running primetime comedy in TV history, The Simpsons has over 400 official licensees and worldwide retail sales topping $8 billion. The licensing industry itself is worth $191 billion globally.
Boy wizard Harry Potter, star of the upcoming and eagerly anticipated two-part film finale – Harry Potter & The Deathly Hallows – was voted the most powerful licensed film character of all time. With 20.8% of the vote, Potter narrowly edged out Star Wars hero Luke Skywalker on 20.6% and Superman on 20.1%.
Proving yet again the buying power of Twilight fans the world over, vampire Edward Cullen, played by British heartthrob Robert Pattinson in the films, took over 32% of the vote as the most profitable film character of 2010, followed by Toy Story 3 spaceman Buzz Lightyear on 27% and Harry Potter on 18%.
Perennial favourite, The Muppet Show, was also voted the TV show most likely to offer the best licensing opportunities should it be revived again, with nearly 35% of respondents putting it ahead of Star Trek on 24% and Friends on 7%.
The survey also helps answer the age old question of who is the ultimate superhero – with 33%, Spiderman netted the title of most valuable superhero of all time, ahead of Superman on 31% with the caped crusader, Batman, on 29%.
And finally, Lost, despite finishing in 2010 after six seasons, is not lost forever. The drama was voted the TV programme with the most potential for further licensing growth, taking nearly 30% of the vote, ahead of New Jersey-based mob drama The Sopranos on 16%, and Baywatch on 12%.
The survey boasts feedback from a diverse global panel of heavyweight licensing brands across many different sectors, from newspapers to film, digital and technology brands through to sportswear, retail and FMCG, gaming, automotive, toys and fashion, plus an interesting sample of global media organisations.
Jessica Blue, event director, Brand Licensing Europe 2010 said: “The licensing power of film and television is phenomenal, so it’s not surprising to see The Simpsons top the survey given the bold and clever nature of their licensing programme. Brand Licensing Europe attracts over 230 exhibitors and 5,000 attendees annually, making it the number one place for brands to explore opportunities and develop new avenues for extension and commercial revenue.”
Brand Licensing Europe will take place at Olympia from 28-30 September 2010, with film, TV and entertainment brands represented from across the globe. Exhibitors this year include: BBC Worldwide, ITV Studios, Paramount Studio, Nickelodeon, RDF Media, Sony Pictures Entertainment, Twentieth Century Fox and Turner CN Enterprises.
To register to visit Brand Licensing Europe 2010, go to http://www.brandlicensing.eu.