Nielsen Media Research Spend Trend: Career search and training

Dailies get the job done for career search and training advertisers

Overall spending in this category increased significantly last year. Daily newspapers have always dominated but in 2005 the medium reached a four-year high with 72.5% of the budgets while the share to magazines, OOH, radio and TV declined. The drop in TV spending was most noticeable with a tally of 12.7% compared to 21.4% the previous year.

Dailies get the job done for career search and training advertisers

Overall spending in this category increased significantly last year. Daily newspapers have always dominated but in 2005 the medium reached a four-year high with 72.5% of the budgets while the share to magazines, OOH, radio and TV declined. The drop in TV spending was most noticeable with a tally of 12.7% compared to 21.4% the previous year.

Annual National Advertising Spend – Q3 – Career search and training

  Q3 2002 Q3 2003 Q3 2004 Q3 2005
Business equipment/trade/financial shows $19,778 116,895 36,790 31,144
Financial & business related associations $- - 2,211
Informational sites/search engines/portals $- - - - 10,025 21,345
Personnel & staff training programs $3,191,528 2,105,632 3,118,911 4,579,274
Schools, correspondence courses, seminars $1,461,525 1,238,024 1,038,054 1,748,451
Total $4,672,831 $3,462,762 $4,203,780 $6,380,214

National Q3 Total Spend by Medium

2002

Dailies $3,205,108 (68.6%)
Magazines: $141,104 (3.0%)
Out of Home: $429,142 (9.2%)
Radio: $159,319 (3.4%)
Total TV: $738,158 (15.8%)

2003

Dailies $1,810,545 (52.3%)
Magazines: $175,045 (5.1%)
Out of Home: $536,251 (15.5%)
Radio: $259,252 (7.5%)
Total TV: $681,669 (19.7%)

2004

Dailies $2,131,159 (50.7%)
Magazines: $309,363 (7.4%)
Out of Home: $438,071 (10.4%)
Radio: $426,920 (10.2%)
Total TV: $898,267 (21.4%)

2005

Dailies $4,624,653 (72.5%)
Magazines: $212,232 (3.3%)
Out of Home: $391,865 (6.1%)
Radio: $338,703 (5.3%)
Total TV: $812,761 (12.7%)

National Q3 2005 – Top 5 Spenders, Career search and training
1) Workopolis.com – Workopolis.com online job find services – (personnel & staff training programs)
2) Ray & Berndtson – Ray & Berndtson Recruiting Agency – (personnel & staff training programs)
3) CanWest Global Communications Corp. – Working.Canada.com career website – (personnel & staff training programs)
4) Career Education Corp. – International Academy of Design & Technology – (schools, correspondence courses, seminars)
5) ZSA Legal Recruitment – ZSA Legal Recruitment Agency – (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.