Harry Potter Charms the Entertainment Industry

Transcription

1 The Nielsen Company 770 Broadway New York, NY News Release Contact: Karen Gyimesi Harry Potter Charms the Entertainment Industry The Nielsen Company examines Harry Potter s vast impact on Books, Movies, Internet, Television, Music and Advertising NEW YORK, July 10, With the imminent release of the new Harry Potter movie, Harry Potter and the Order of the Phoenix, as well as the upcoming book release on July 21 of the seventh and final installment in the series, Harry Potter and the Deathly Hallows, The Nielsen Company today released a multi-dimensional overview into the young wizard s strong impact on the entertainment industry. 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 and the Order of the Phoenix Web sites drew 446,762 unique visitors in May 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 Page 1 of 11

2 release back in October 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 Books (Nielsen BookScan) In the United Kingdom alone, more than 22.5 million copies of J.K. Rowling s Harry Potter books have walked off the shelves since 1998, when Nielsen BookScan began measuring books sales in the UK and six of the top ten best-selling books during this period have been Harry Potter books. In the United States, the Harry Potter titles published after 2001, the first year of the U.S. Nielsen BookScan panel, have sold more than 27.7 million copies. During that period, three of the top ten best-selling books in the U.S. have been Harry Potter books. In all territories where Nielsen BookScan monitors book sales data, peak sales of Harry Potter titles consistently coincide with launch of the new hardback editions and continue to break records. In 2005, Harry Potter and the Half-Blood Prince jumped out of the starting gate with 1.87 million copies sold in the first day in the UK and 4.1 million copies sold the first day in the U.S. (both countries include pre-orders). Similarly, nearly 1.7 million copies of Harry Potter and the Order of the Phoenix were sold on its 2003 release date in the UK, accounting for nearly 50% of the book s total first year sales in that country. The greatest peak in sales of Harry Potter books took place in 2003, when sales in the UK accounted for fully 22% of the Children s market for the year, while sales in Australia took 19% of the Children s market and generated Aus$30.5 million in revenue for the year. This trend was largely due to the long delay in the release of Harry Potter and the Order of the Phoenix. This was also the first new title to be released following the launch of the first Harry Potter film in November 2001, which helped catalyze a large increase in sales of the backlist titles as people caught up with the series. The second largest sales peak for Harry Potter titles was in 2005, except in Ireland (ROI) and China, where 2005 sales surpassed 2003 sales as news of Harry Potter spread across the globe saw a slowdown in sales, with the annual sales of Harry Potter titles being at their lowest since 1999 in the UK. This trend is indicative of people waiting for the launch of the final hardback edition later this month. Audio titles of the Harry Potter series were also very 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 U.S.. Page 2 of 11

3 Total Sales of Harry Potter Books by Country Country Volume Sales UK 22,547,594 U.S. (since 2001) Australia Ireland South Africa China 27,676,957 ** 4,584, , ,798 2,005,660 Source: Nielsen BookScan's Retail Panels; Chinese data supplied by OpenBook NOTE: 2007 data comprises of 23 weeks sales up to 16th June ** U.S. Data includes sales occurring from 1/1/2001 through 6/16/07 and ONLY includes books published after 1/1/2001. U.S. Data includes English version of titles only. Top Selling Books in the U.S. Since 2001 Rank Title Author Publish Date Format Sales Since 1/1/ The Da Vinci Code BROWN, DAN 3/1/2003 Hardcover 8,504,466 2 Harry Potter and the ROWLING, J. K. 6/1/2003 Hardcover 8,434,516 Order of the Phoenix 3 Harry Potter and the ROWLING, J. K. 7/1/2005 Hardcover 7,194,873 Half Blood Prince 4 The South Beach AGATSTON, 1/1/2003 Hardcover 5,167,516 Diet ARTHUR 5 The Purpose Driven WARREN, RICK 10/1/2002 Hardcover 4,911,202 Life 6 The Five People You ALBOM, MITCH 1/1/2003 Hardcover 4,348,131 Meet in Heaven 7 Angels & Demons BROWN, DAN 7/1/2001 MM Paperback 4,333,277 8 Harry Potter and the ROWLING, J. K. 9/1/2001 Trade 3,396,770 Prisoner of Azkaban Paperback 9 The Secret Life of KIDD, SUE MONK 1/1/2003 Trade 3,313,701 Bees Paperback 10 The Kite Runner HOSSEINI, 1/1/2003 Trade 3,016,249 KHALED Paperback Source: Nielsen BookScan Page 3 of 11

4 Top Selling Books in the UK Since 1998 Rank Title Author Publish Date Format Sales Since 1 Jan The Da Vinci Code Brown, Dan 1 Mar Paperback 4,470, Harry Potter and the Rowling, J.K. 21 Jun Hardback 3,037,324 Order of the Phoenix 2003 Harry Potter and the Rowling, J.K. 16 Jul Hardback 2,931,880 3 Half-Blood Prince: Children's Edition Harry Potter and the Rowling, J.K. 26 Jun Paperback 2,832,067 Philosopher's Stone Angels and Demons Brown, Dan 1 Jul 2003 Paperback 2,716,114 6 Harry Potter and the Rowling, J.K. 28 May Paperback 2,692,745 Chamber of Secrets Harry Potter and the Rowling, J.K. 1 Apr 2000 Paperback 2,460,352 Prisoner of Azkaban 8 Harry Potter and the Rowling, J.K. 6 Jul 2001 Paperback 1,951,794 Goblet of Fire 9 Deception Point Brown, Dan 1 May Paperback 1,813, Digital Fortress Brown, Dan 5 Jul 2004 Paperback 1,724,201 Source: Nielsen BookScan Film (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, grossed more than $974.7 million worldwide at the box office, ranking it number four on the worldwide all-time highest grossing films. In its first week of release the film grossed more than $129.4 million in the U.S. and Canada. The second film, Harry Potter and Chamber of Secrets, grossed more than $878.6 million worldwide and $106.1 million for its opening week in the U.S and Canada. Page 4 of 11

5 Worldwide Box Office Sales - All Time Highest Grossing Films Rank U.S. Premiere Film Worldwide Box Office 1 12/19/1997 Titanic $1,850,788, /17/2003 The Lord of the Rings: The Return of the King $1,118,891, /7/2006 Pirates of the Caribbean: Dead Man s Chest $1,062,821, /16/2001 Harry Potter and the Sorcerer s Stone $974,751, /18/2002 The Lord of the Rings: The Two Towers $925,012, /19/1999 Star Wars: Episode I: The Phantom Menace $923,179, /11/1993 Jurassic Park $920,067, /19/2004 Shrek 2 $915,121, /18/2005 Harry Potter and the Goblet of Fire $892,211, /15/2002 Harry Potter and the Chamber of Secrets $878,635, /4/2007 Spider-Man 3 $876,342, /19/2001 The Lord of the Rings: The Fellowship of the Ring $870,175, /30/2003 Finding Nemo $865,714, /19/2005 Star Wars: Episode III: Revenge of the Sith $849,997, /25/2007 Pirates of the Caribbean: At $836,381, /3/2002 Spider-Man $821,606, /3/1996 Independence Day $817,169, /25/1977 Star Wars $797,998, /4/2004 Harry Potter and the Prisoner of Azkaban $793,049, /11/1982 E.T. The Extra-Terrestrial $792,974,579 Source: Nielsen EDI Note: Box Office sales converted to U.S. Dollars, Sales through 6/24/2007 Advertising for Harry Potter (Nielsen Monitor-Plus) In the U.S., ad spending for all Harry Potter branded merchandise (including books, movies, DVDs and other promotional products) totaled $269.2 million for 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 the following 8 countries -- Canada, Germany, Italy, Netherlands, Norway, South Africa, Switzerland, and the U.K. 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. Page 5 of 11

6 Book Advertising in U.S. Since 1998, when Harry Potter and the Sorcerer s Stone first appeared in the U.S., the publisher has spent a total of $344,787 to promote the book. That amount is a long way off from the advertising peak for the fifth book, Harry Potter and the Order of the Phoenix, which since 2002 has totaled $942,049. Additionally, $184,700 was spent in 2001 to advertise Fantastic Beasts & Where to Find Them and Quidditch Through the Ages, two books published by J.K. Rowling and Scholastic, whose proceeds benefit needy children. In total, $3.6 million in the U.S. has been spent to date for the Harry Potter books (1-7), Harry Potter Fantasy Beast/Quidditch books and the Harry Potter Deluxe Box Sets, with the majority of the ad spend going towards the first seven books ($2.8 million). Advertising Spent on Harry Potter Books in the U.S Total U.S. Ad Books 1-7 Spend by Book Harry Potter and the Sorcerer s Stone $344,787 Harry Potter and the Chamber of Secrets $159,888 Harry Potter and Prisoner of Azkaban $186,841 Harry Potter and Goblet of Fire $503,754 Harry Potter and Order of the Phoenix $942,049 Harry Potter and the Half-Blood Prince $454,873 Harry Potter and the Deathly Hallows $144,809 Total $2,737,001 Other Harry Potter Titles Harry Potter Fantasy Beast/Quidditch Books $184,690 Harry Potter Deluxe Box Sets $555,762 Source: Nielsen Monitor-Plus Box Office Advertising in U.S. -- More than $142.6 million has been spent to advertise the first four Harry Potter theatrical releases. Harry Potter and the Chamber of Secrets, the second move in the series, has spent the most at $40 million. Each of the other movies spent between $31 and $36 million in total on advertising. Advertising Spent on Harry Potter Motion Pictures in the U.S Total U.S. Ad Spend Motion Picture by Movie Harry Potter and the Sorcerer s Stone $36,973,254 Harry Potter and the Chamber of Secrets $40,050,184 Harry Potter and Prisoner of Azkaban $33,678,800 Harry Potter and Goblet of Fire $31,970,768 Total $142,673,006 Source: Nielsen Monitor-Plus Page 6 of 11

7 DVD/Video Advertising in the U.S. -- $68.5 million was spent on advertising for the Harry Potter DVD/Videos. The first movie release, Harry Potter and the Sorcerer s Stone, spent the most on advertising, $22.5 million. The budgets for the subsequent DVD/Video releases were reduced, each spending between $14.5 and $15.9 million. Advertising Spent on Harry Potter DVDs/Videos in the U.S Total U.S. Ad DVD/Video Spend by Video Harry Potter and the Sorcerer s Stone $22,584,483 Harry Potter and the Chamber of Secrets $15,925,370 Harry Potter and Prisoner of Azkaban $15,424,089 Harry Potter and Goblet of Fire $14,566,663 Total $68,500,605 Source: Nielsen Monitor-Plus Cross Promotion in the U.S. -- 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). Internet Traffic (Nielsen//NetRatings) The Warner Bros. Harry Potter and the Order of the Phoenix, Web sites drew 446,762 unique visitors in May Social media and reference sites related to the movie attracted a unique audience of 705,487, more than 1.5 times the Web traffic to the official Harry Potter sites. However, average visitor time spent at the Warner Bros. sites in May was more than seven minutes, compared to less than 2.5 minutes at the social media sites. Internet Buzz (Nielsen BuzzMetrics) Over the last six months, the final book, Harry Potter and the Deathly Hallows, has generated more buzz than the latest movie installment, Harry Potter and the Order of the Phoenix. After the release of the Order of the Phoenix movie trailer in late April, buzz about the movie briefly surpassed buzz about the final book. Bloggers reacted to the announcements of the final book and book cover design, generating a sharp increase in posts and discussions in January and March Fake scans of the movie s ending sparked interest among bloggers and buzz about the final book and latest movie increased in tandem in June Page 7 of 11

8 0.07% Spikes in Internet Buzz around Harry Potter Book is Announced 0.06% 0.05% 0.04% Book Cover Released 0.03% 0.02% 0.01% Order of the Phoenix Trailer Released Story leaked fake scans of the movie s ending released on Internet 0.00% 1/7/2007 1/21/2007 2/4/2007 2/18/2007 3/4/2007 3/18/2007 4/1/2007 4/15/2007 4/29/2007 5/13/2007 5/27/2007 6/10/2007 6/24/2007 Harry Potter & The Deathly Hallows J.K. Rowling Harry Potter and the Order of the Phoenix Source: Nielsen BuzzMetrics Music Sales (Nielsen SoundScan) Since 2001 there have been four Harry Potter soundtracks coinciding with the four movie releases. These soundtracks have sold over 1.1 million copies in the U.S. and almost 100,000 copies in Canada. The biggest selling Harry Potter soundtrack by far was the first: Harry Potter and the Sorcerer s Stone. Since its release in October of 2001, this Potter soundtrack has sold 619,000 copies in the U.S. Soundtrack sales for the additional Harry Potter movies declined with each release. The Chamber of Secrets, based off the second movie in the series, has sold roughly 210,000 copies since its release in November The other two soundtracks; Prisoner of Azkaban and The Goblet of Fire, have respectively sold 180,000 and 135,000 copies in the U.S. There have been a total of 180,000 downloads of individual songs from the four Harry Potter soundtracks since 2003, when Nielsen SoundScan began measuring digital music sales. At 65,000 digital track sales, Harry Potter and the Sorcerer s Stone has been the most popular soundtrack. Page 8 of 11

9 DVD/Video sales (Nielsen VideoScan) According to 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. Harry Potter and the Prisoner of Azkaban (Warner Home Video, released 11/23/04) was the #1 selling family video, and #4 video regardless of category, in all of Harry Potter And The Chamber Of Secrets (Warner Home Video, released 4/11/03) was the #4 selling video in 2003 and the #3 family video in Harry Potter And The Sorcerers Stone (Warner Home Video, released 5/28/02) was the #3 selling video in 2002 and was the #2 family video in TV ratings (Nielsen Media Research) The Harry Potter movies have been telecast on U.S. television a total of 366 times since 2002 on four cable networks (Disney, ABC Family, Cinemax and HBO) and one broadcast network (ABC). In 2007, two Harry Potter movies aired on the Disney Channel 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 on 4/21/07, with approximately 4.2 million U.S. viewers. Most Viewed Harry Potter Movies on U.S. Television Network Air Date Movie Viewers 2+ ABC 5/9/2004 H. POTTER AND SORCERER'S STONE - Movie 1 11,080,000 ABC 11/19/2005 H. POTTER AND CHAMBER-SECRETS - Movie 2 7,760,000 ABC 5/7/2005 H. POTTER AND CHAMBER-SECRETS - Movie 2 7,500,000 ABC 5/15/2004 H. POTTER AND SORCERER'S STONE - Movie 1 6,854,000 HBO 11/16/2002 H. POTTER AND SORCERERS STONE - Movie 1 6,649,000 H. POTTER & THE PRISONER OF AZKABAN - ABC 10/28/2006 Movie 3 6,075,000 ABC 4/30/2005 H. POTTER AND SORCERER'S STONE - Movie 1 5,650,000 Source: Nielsen Media Research U.S. Moviegoer Profile (Nielsen Cinema) -- Findings from a recent Nielsen Cinema survey show 51% of persons age 12+ in the U.S. 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 six previous Harry Potter books. More than half (53%) of the people who have read at least one of the Harry Potter books indicated they plan on reading Harry Potter and the Deathly Hallows, with nearly 40% planning to read it as soon as it is released. While the Harry Potter books are wildly popular in the U.S., the movies are even more so. More than one quarter of Americans 12+ claim to have seen all of the previous Harry Potter movies. In the U.S., the box office audience for the last two Harry Potter movies Prisoner of Azkaban and The Goblet of Fire - is made up primarily of children and teens. While not quite a majority, over 40% of the box office audience for the last two movies is 2-17 years old, with girls making up just over 50%. Other findings from Nielsen Cinema include: Page 9 of 11

10 59% of persons age 12 and older are aware that the fifth movie in the series, Harry Potter and the Order of the Phoenix, is coming out this month. 57% of persons 12+ have seen one or more of the previous Harry Potter movies. Audience Breakdown of Last Two Harry Potter Movies 25.0% Children % Male Female % Male % Female Male % Female Male % Harry Potter and the Prisoner of Azkaban Harry Potter and the Goblet of Fire Female 35+ Source: Nielsen Cinema U.S. Consumer Package Good Sales (ACNielsen) -- According to data from consumer research company ACNielsen, more than $11.8 million has been spent by U.S. consumers on Harry Potterlicensed trademark cookies, candy and gum products since June Sales of Harry Potter-Licensed Trademark Cookies, Candy, Gum 52 Weeks Ending June Total Sales $745, $2,661, $2,222, $2,052, $4,098,185 Total $11,779,837 Source: ACNielsen; Total U.S. Food, Drug and Mass Merchandiser Stores (excluding Wal-Mart); 52 weeks ending in June of each year 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. Page 10 of 11

11 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. Other Press Contacts: Cara Milo Nielsen BookScan US Karen James Nielsen BookScan UK +44 (0) Brandon Knott Nielsen EDI Laura Czaja Nielsen Monitor-Plus Erin Crawford Nielsen VideoScan Suzy Bausch Nielsen//NetRatings Sandra Parrelli Nielsen BuzzMetrics Jennifer Peterson Nielsen SoundScan Brandi Preston Nielsen Media Research Karen Gyimesi Nielsen Cinema Cheryl Pearson-McNeil ACNielsen About The Nielsen Company The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, ### Page 11 of 11