Nielsen Media Research Spend Trend: Gardening

TV rakes in bulk of lawn and garden spending

Annual National Advertising Spend – Q2 – Gardening

Q2 2001 Q2 2002 Q2 2003 Q2 2004
Dealers: garden & snow removal equipment $1,294 40,780 68,334 59,704
Fertilizer: garden $3,700,931 2,422,163 2,365,489 3,761,174
Furniture: garden $263,738 64,102 162,287 87,362
Garden Centres $2,404,106 2,309,313 2,245,769 2,865,736
Garden tractors, tillers, trimmers, weeders, lawn mowers, chain saws $6,184,339 2,870,617 2,900,590 2,298,910
Insecticides & weed killers $517,933 488,166 330,667 414,280
Landscaping: lawn & garden services $267,616 148,005 414,139 131,392

Plants

$23,597 66,502 52,102 176,242
Tools & accessories $1,500,312 1,039,106 1,161,684 2,178,620
Total $14,863,866 $9,448,754 $9,701,061 $11,973,420

National Q2 Total Spend by Medium

2001

Dailies $3,199,694 (21.5%)
Magazines: $563,114 (3.8%)
Out of Home: $107,889 (0.7%)
Radio: $840,378 (5.7%)
Total TV: $10,152,781 (68.3%)

2002

Dailies $1,458,810 (15.4%)
Magazines: $936,429 (9.9%)
Out of Home: $98,948 (1.0%)
Radio: $758,407 (8.0%)
Total TV: $6,196,160 (65.6%)

2003

Dailies $1,537,332 (15.8%)
Magazines: $756,712 (7.8%)
Out of Home: $344,352 (3.5%)
Radio: $653,695 (6.7%)
Total TV: $6,408,970 (66.1%)

2004

Dailies $1,307,894 (10.9%)
Magazines: $884,326 (7.4%)
Out of Home: $428,623 (3.6%)
Radio: $798,717 (6.7%)
Total TV: $8,553,860 (71.4%)

National Q2 2004 – Top 5 Spenders, Gardening

1) The Scotts Company (Fertilizer: garden)

2) Home Hardware Stores Limited (Tools & accessories)

3) Deere & Co. (Garden tractors, tillers, trimmers, weeders, lawn mowers, chain saws)

4) Honda Motor Co. (Garden tractors, tillers, trimmers, weeders, lawn mowers, chain saws)

5) Canadian Tire Corporation Limited (Tools & accessories)

The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.

All data courtesy of Nielsen Media Research.