Nielsen Media Research Spend Trend: Smoking/Anti-smoking products

November 3, 2005 by

Category spending plummets but stays with TV

The tobacco ad ban has decimated spending in this category over the past four years, leaving marketers of anti-smoking products alone on the field. TV has grabbed 44.6% to 89.3% of the spending but the amount of dollars from 2002 to 2004 is but a mere fraction of its previous glory.

Annual National Advertising Spend – Q4 – Smoking/Anti-smoking products

	Q4 2001	Q4 2002	Q4 2003	Q4 2004
Anti-smoking products & services	$7,107,631	3,455,834	1,654,287	3,302,625
Lighters	$–	–	30,026	177,470
Pipe & smokeless tobacco	$1,000	2,892	90,355	40,935
Smoking Accessories	–	–	–	29,194
Tobacco Manufacturers: events & promotions	$5,019,284	3,075,295	460,886	–
Tobacco Manufacturers: image	$–	–	450	–
Total	$12,127,915	$6,534,021	$2,236,004	$3,550,224

National Q4 Total Spend by Medium

2001

Dailies	$3,603,936	(29.7%)
Magazines:	$901,978	(7.4%)
Out of Home:	$1,232,157	(10.2%)
Radio:	$542,628	(4.5%)
Total TV:	$5,847,166	(48.2%)

2002

Dailies	$1,317,559	(20.2%)
Magazines:	$897,022	(13.7%)
Out of Home:	$1,259,586	(19.3%)
Radio:	$148,766	(2.3%)
Total TV:	$2,911,088	(44.6%)

2003

Dailies	$14,343	(0.6%)
Magazines:	$23,260	(1.0%)
Out of Home:	$368,941	(16.5%)
Radio:	$176,514	(7.9%)
Total TV:	$1,652,946	(73.9%)

2004

Dailies	$134,430	(3.8%)
Magazines:	$151,786	(4.3%)
Out of Home:	$82,827	(2.3%)
Radio:	$10,235	(0.3%)
Total TV:	$3,170,946	(89.3%)

National Q4 2004 – Top 5 Spenders, Smoking/Anti-smoking products
1) Nicoderm Clear Anti-Smoking Patch – Pfizer Inc. (Anti-smoking products & services)
2) Nicorette Anti-Smoking Aid – Pfizer Inc.(Anti-smoking products & services)
3) BIC Lighter – Societe BIC SA (Lighters)
4) Romane Hypnosis Sessions to Stop Smoking – MVP Ltd. (Anti-smoking products & services)
5) Zippo Lighters – Zippo Mfg. Co. of Canada Ltd. (Lighters)

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.