Jamster invested GBP 45 million in UK advertising in '05 - report
Crazy Frog ringtone continues to pull in the pounds
According to recent figures from Neilson Media Research, mobile content provider Jamster has soared to the higher end of the league of advertisers in Britain, ploughing some GBP 45 million into marketing its Crazy Frog and associated ringtone services in 2005.
The company responsible for the Crazy Frog, or Annoying Thing as it has become known, increased its UK advertising spend dramatically - taking it from 167th place in 2004 (advertising spend approximately GBP 14.7 million) to 22nd place by mid December 2005. Jamster spent more on its UK advertising campaign than both Marks & Spencer and Asda.
The bulk of Jamster's advertising spend centred on traditional television advertising (GBP 28 million), with GBP 16 million being spent on newspaper and print magazine adverts. Internet advertising accounted for just under GBP 40,000 of Jamster's budget for 2005.
The firm has come under fire on numerous occasions for its Crazy Frog ringtone adverts, amassing hundreds of complaints from consumers and prompting various investigations from the advertising standards organisations throughout the UK and Europe.
MTV Networks banned the ringtone adverts during prime-time viewing hours following mounting complaints from viewers.
Additionally, the Dutch Consumer Watchdog, a German regulator protecting minors from unsuitable media practices and the UK's Advertising Standards Agency have all undertaken investigations into the content of the adverts, under allegations of misleading information regarding premium rate subscription services, and for directly targeting children.
In spite of various litigious issues over content and the proliferation of its Crazy Frog adverts, the cartoon amphibian has dominated the UK mobile ringtone market in 2005, claiming 31 per cent of the market, which is currently valued at GBP 133 million. Jamster's Sweetie the Chick, another of the various animated characters launched alongside the Crazy Frog, held 2005's second biggest selling ringtone.
Driven predominantly by the 5-15 year old age group, the ringtone market accounts for a substantial share of mobile content downloads, and is estimated to be worth twice the value of CD single sales (excluding Internet downloads).