Nielsen Media Research Spend Trend: Media properties

As the new TV season approaches, so does all the advertising promoting the fall lineups. TV properties - cablecos, networks, and conventional stations - are the biggest Q3 spenders of all the media properties. Combined, they have accounted for 59% to nearly 65% (2005) of the spending in the category for the past four years. Dailies attract more than 40% of the dollars each year, with OOH running a distant second.

(Note: Promotional spots on the network or in the media property being advertised are not counted but ads on another network or medium, including those owned by the same parent company, are part of the tally.)

As the new TV season approaches, so does all the advertising promoting the fall lineups. TV properties – cablecos, networks, and conventional stations – are the biggest Q3 spenders of all the media properties. Combined, they have accounted for 59% to nearly 65% (2005) of the spending in the category for the past four years. Dailies attract more than 40% of the dollars each year, with OOH running a distant second.

(Note: Promotional spots on the network or in the media property being advertised are not counted but ads on another network or medium, including those owned by the same parent company, are part of the tally.)

Annual National Advertising Spend – Q3 – Media properties

  Q2 2002 Q2 2003 Q2 2004 Q2 2005
Cable companies bundling services $524,212 465,574 676,025 2,053,907
Cable TV providers, networks, assoc. $16,305,639 16,599,213 16,131,775 18,276,148
Magazines, newsletters, periodicals $1,734,110 3,520,086 2,505,021 3,566,322
Newspapers $4,062,781 5,324,996 3,546,545 2,631,415
OOH/Outdoor media services $125,784 249,332 174,774 144,805
Radio stations & networks $14,723,908 14,815,416 13,530,990 14,048,737
Satellite TV stations & networks $ – 30 388
Television stations $13,944,585 17,235,544 12,164,872 16,872,051
Total $51,421,019 58,210,161 48,730,032 57,593,773

National Q3 Total Spend by Medium

2002

Dailies $20,760,084 (40.4%)
Magazines: $8,363,186 (16.3%)
Out of Home: $8,568,954 (16.7%)
Radio: $4,198,897 (8.2%)
Total TV: $9,529,898 (18.5%)

2003

Dailies $24,754,518 (42.5%)
Magazines: $6,588,919 (11.3%)
Out of Home: $11,969,211 (20.6%)
Radio: $4,126,186 (7.1%)
Total TV: $10,771,327 (18.5%)

2004

Dailies $19,958,728 (41.0%)
Magazines: $5,656,477 (11.6%)
Out of Home: $8,777,123 (18.0%)
Radio: $4,063,281 (8.3%)
Total TV: $10,274,423 (21.1%)

2005

Dailies $26,246,917 (45.6%)
Magazines: $5,433,774 (9.4%)
Out of Home: $11,878,424 (20.6%)
Radio: $4,867,969 (8.5%)
Total TV: $9,166,689 (15.9%)

National Q3 2005 – Top 5 Spenders, Media properties
1) Global Television Network – CanWest Global Communications Corp. – (Cable TV providers, networks, assoc.)
2) Radio-Canada Television Network – Government of Canada – (Cable TV providers, networks, assoc.)
3) CTV Television Network – BCE Corporation – (Television stations)
4) CBC Television Network – Government of Canada – (Cable TV providers, networks, assoc.)
5) TVA Television Network – Quebecor Inc. – (Television stations)

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.