The bulk of the RRSP ad spend consistently goes into daily newspapers. Television increased its share of the pie from 15.5% in 2001 to 26.0% in 2004. Magazines also increased their share while drops were experienced by radio and, more drastically, O-O-H, which moved from 9.5% to 2.8%.
Mutual fund companies led the pack with spending in 2001 with an investment of 59.5%, followed in distant second place by financial institutions at 18.5%. That picture changed steadily over subsequent years to 2004 when financial institutions accounted for 38.9% of the media dollars and mutual fund firms at 32.0%.
Annual National Advertising Spend, RRSP Season –
(Financial Institutions, Investment Management, Stockbrokers, Mutual Funds, Insurance Companies, Government)
Q1 2001: $13,497,125
Q1 2002: $13,159,578
Q1 2003: $11,125,937
Q1 2004: $14,381,957
National Q1 Spend by Medium
2001
Dailies $9,212,765 (68.3%)
Magazines: $460,844 (3.4%)
Out of Home: $1,287,635 (9.5%)
Radio: $442,375 (3.3%)
Total TV: $2,093,506 (15.5%)
2002
Dailies $7,876,054 (59.9%)
Magazines: $386,733 (2.9%)
Out of Home: $900,048 (6.8%)
Radio: $462,125 (3.5%)
Total TV: $3,534,618 (26.9%)
2003
Dailies $6,547,656 (58.9%)
Magazines: $304,051 (2.7%)
Out of Home: $694,005 (6.2%)
Radio: $377,236 (3.4%)
Total TV: $3,202,989 (28.8%)
2004
Dailies $9,313,518 (64.8%)
Magazines: $746,715 (5.2%)
Out of Home: $402,173 (2.8%)
Radio: $185,479 (1.3%)
Total TV: $3,734,072 (26.0%)
National Q1 2004 – Top 5 Spenders, RRSP Season
1) Canadian Imperial Bank of Commerce
2) National Bank of Canada
3) TD Bank Financial Group
4) RBC Financial Group
5) Quebec Government
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.
