Nielsen Media Research Spend Trend: Career search and training

Dailies are the choice for career and training ads. They own this category, capturing anywhere from a high of 68.7% to a low of 51.7% of the annual ad dollars for the past four years. Radio showed the most improvement with annual increases resulting in a jump from just 0.4% of the pie in 2001 to 8.1% last year. Overall media spending in the category declined yearly from 2001 to 2003. The spend rallied last year but did not reach its 2001 level.

Dailies are the choice for career and training ads. They own this category, capturing anywhere from a high of 68.7% to a low of 51.7% of the annual ad dollars for the past four years. Radio showed the most improvement with annual increases resulting in a jump from just 0.4% of the pie in 2001 to 8.1% last year. Overall media spending in the category declined yearly from 2001 to 2003. The spend rallied last year but did not reach its 2001 level.

Annual National Advertising Spend – Q3 – Career search and training

Q3 2001 Q3 2002 Q3 2003 Q3 2004
Business equipment/ trade/ financial shows $25,082 19,778 116,895 36,790
Financial & business related associations $ – - - - 1,250 - -
Informational sites/ search engines/ portals $ – - – - - - 10,025
Personnel & staff training programs $2,763,960 2,444,119 1,061,800 2,171,431
Schools, correspondence courses, seminars $1,064,444 1,125,260 927,190 719,296
Total $3,853,486 $3,589,157 $2,107,135 $2,937,542

National Q3 Total Spend by Medium

2001

Dailies $2,384,722 (61.9%)
Magazines: $35,191 (0.9%)
Out of Home: $642,432 (16.7%)
Radio: $15,286 (0.4%)
Total TV: $775,855 (20.1%)

2002

Dailies $2,466,884 (68.7%)
Magazines: $75,493 (2.1%)
Out of Home: $307,740 (8.6%)
Radio: $73,628 (2.1%)
Total TV: $665,412 (18.5%)

2003

Dailies $1,090,102 (51.7%)
Magazines: $81,852 (3.9%)
Out of Home: $286,887 (13.6%)
Radio: $46,017 (2.2%)
Total TV: $602,277 (28.6%)

2004

Dailies $1,702,21 (57.9%)
Magazines: $151,952 (5.2%)
Out of Home: $241,172 (8.2%)
Radio: $238,211 (8.1%)
Total TV: $603,995 (20.6%)

National Q3 2004 – Top 5 Spenders, Career search and training
1) Workopolis.com (personnel & staff training programs)
2) Career Education Corporation (schools, correspondence courses, seminars)
3) JobBoom.com (personnel & staff training programs)
4) Herzing College (schools, correspondence courses, seminars)
5) CanWest Global Communications Corporation (personnel & staff training programs)

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.