Lanbaron, I don't watch a lot of Kids programming. I've only seen one shrek Television ad, and (I realize that nobody will believe this is objective, but I assure you it is) I wasn't overly impressed by it. I have been seeing billboards for Shrek all over the place lately. Similarly I've been seeing billboards for Atlantis all over the place, so from my perspective, penetrations about the same. Also, I read the MAgazine computer Gameing world and Atlantis the computer game has huge 2-page ads. This blends right in with Another Voice's comments about the thrust of the advertising. At the same time, it bolsters the core audience (Young men). I expect to see a bigger Atlantis push starting Next week.
As I also previously said, I couldn't go to a movie over the past couple of month's without seeing an Atlantis preview, but I saw no Shrek Movie previews.
So, Landbaron, to answer your question, I've seen equal billboard space, one shrek TV ad and lots of Atlantis movie previews and computer game ads.