Nielsen Media Research Spend Trend: Thanksgiving

TV is the showcase for the fixings for Thanksgiving feasts. Marketers of everything from turkey and stuffing to juices and pumpkin pie make TV the first choice for Thanksgiving advertising. TV grabbed 51.4% to 64.8% of category spending 2001 through 2004. The landscape really changed for the other media during that time. Dailies gained each year to take second spot in 2004 with 21.1% of the spending. Out-of-home had slight increases while magazine and radio both experienced steady declines in this category each year.

TV is the showcase for the fixings for Thanksgiving feasts. Marketers of everything from turkey and stuffing to juices and pumpkin pie make TV the first choice for Thanksgiving advertising. TV grabbed 51.4% to 64.8% of category spending 2001 through 2004. The landscape really changed for the other media during that time. Dailies gained each year to take second spot in 2004 with 21.1% of the spending. Out-of-home had slight increases while magazine and radio both experienced steady declines in this category each year.

Annual National Advertising Spend – Q4 – Thanksgiving

  Q4 2001 Q4 2002 Q4 2003 Q4 2004
Carnivals, festivals, exhibits, fairs, farm shows $158,874 65,096 93,011 119,612
Fruit juices: liquid (cranberry) $528,755 2,161,336 1,219,315 1,441,751
Fruit: canned (cranberry) $- - - - - - 14,904
Fruit: fresh $14,125 121,051 227,436 81,722
Meat marketing boards, fresh meat $359,042 466,3960 462,987 591,818
Pie fillings $- - - - - - 1,897
Pies, tarts, snack cakes – frozen & unfrozen $- - 215,210 154,187 56,684
Poultry marketing boards & fresh poultry $28,443 21,098 934,175 665,783
Stuffing mixes, side dish mixes $- - 140 - - - -
Vegetables: fresh $40,813 407 116,465 347,020
Wines: domestic $1,449,144 3,554,860 1,488,659 1,522,177
Wines: imported $3,678,575 2,963,076 2,364,428 2,429,149
Total $6,257,771 $9,568,670 $7,110,663 $7,272,517

National Q4 Total Spend by Medium

2001

Dailies $388,218 (6.2%)
Magazines: $1,272,494 (20.3%)
Out of Home: $285,441 (4.6%)
Radio: $1,097,183 (17.5%)
Total TV: $3,214,435 (51.4%)

2002

Dailies $1,717,573 (17.9%)
Magazines: $1,092,260 (11.4%)
Out of Home: $426,543 (4.5%)
Radio: $643,202 (6.7%)
Total TV: $5,689,092 (59.5%)

2003

Dailies $695,262 (9.8%)
Magazines: $758,501 (10.7%)
Out of Home: $427,587 (6.0%)
Radio: $621,806 (8.7%)
Total TV: $4,607,507 (64.8%)

2004

Dailies $1,536,072 (21.1%)
Magazines: $718,574 (9.9%)
Out of Home: $527,403 (7.3%)
Radio: $454,553 (6.3%)
Total TV: $4,035,915 (55.5%)

National Q4 2004 – Top 5 Spenders, Thanksgiving
1) Ocean Spray International (Fruit juices)
2) Wine Council of Canada (Wines: domestic)
3) Conagra Foods (Poultry marketing boards & fresh poultry)
4) Government of France (Wines: imported)
5) Maple Leaf Foods (Meat marketing boards & fresh meats)

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.