Who’s spending what on advertising apparel: Nielsen Media Research Spend Trend

As spring approaches, the fancies of TV and dailies are turning to clothing.

Visual media are the big winners in this category. TV nets spend the bulk of the ad dollars on wearing apparel, with dailies running a close second, partly thanks to producing flyers. Magazines, a distant third, are followed by OOH and radio.

Not surprisingly, the world’s largest retailer, Wal-Mart – which disseminates five million flyers weekly in Canada – is the biggest spender for its ladies clothing department. Dockers brand for men and three major shoe chains rounded out the top five.

Total National Media Spend – Q2 – Apparel

  Q2 2003 Q2 2004 Q2 2005 Q2 2006
Total $18,974,256 12,462,806 13,174,694 15,119,793

National Q2 2006 Total Spend by Medium


Dailies $5,011,303 (33.1%)
Magazines: $2,229,296 (14.7%)
Out of Home: $1,381,294 (9.1%)
Radio: $386,055 (2.6%)
Total TV: $6,111,845 (40.4%)

National Q2 2006 – Top 5 Spenders – Apparel 1) Wal-Mart Stores Inc. – Wal-Mart Ladies Clothing Dept. – (Dept. stores clothing dept.)
2) Payless ShoeSource Inc. – Payless ShoeSource Shoe Stores – (Shoe stores)
3) Levi Strauss & Co. – Dockers Mens Wear – (Mens wear)
4) Aldo Group Inc. – Aldo Shoe Stores – (Shoe stores)
5) Ronsons Shoe Stores – Ronsons Shoe Stores – (Shoe stores)

The preceding data is from the Nielsen Media Research, AdExpenditures.
For more information, please contact Anita Boyle Evans, Anita.Boyleevans@nielsen.com.
All data courtesy of Nielsen Media Research.