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 has 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 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.
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.
2006 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.
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