Household cleaning products, equipment, and services overwhelming choose television to sell their wares. The medium accounts for more than 80% of the spending with magazines the closest contender with a slice of spending ranging from 6.2% in 2001 to 12.8% last year.
Annual National Advertising Spend – Q2 – Spring Cleaning
| Q2 2001 | Q2 2002 | Q2 2003 | Q2 2004 | ||
| Cleaners, household | $4,305,695 | 4,463,712 | 5,247,936 | 3,011,774 | |
| Cleaning products | $464,138 | 804,932 | 208,345 | 937,253 | |
| Cleansers, household | $36,102 | 11,577 | 265,900 | 795,387 | |
| Drain cleaners | $— | — | 92,810 | 21,510 | |
| Dry cleaning stores & services | $524,232 | 394,906 | 487,478 | 487,006 | |
| Floor care | $680,195 | 171,425 | 222,737 | 262,464 | |
| Furniture polish & cleaners | $39,810 | 274,257 | 90,528 | 52,255 | |
| Oven cleaners | $173,616 | 262,144 | 108,166 | — | |
| Rug & upholstery cleaners | $— | 259,551 | — | 88,010 | |
| Scouring pads & sponges | $— | — | — | 700,942 | |
| Toilet bowl cleaners | $391,534 | 479,431 | 878,552 | 2,000,462 | |
| Window & glass cleaners | 561,254 | 1,570 | 212,879 | 277,994 | |
| Window cleaning equipment (mops, dusters, brooms) | $1,128,695 | 728,313 | 1,176,461 | 1,837,116 | |
| Total | $8,305,271 | $7,851,818 | $8,991,862 | $10,472,173 |
National Q2 Total Spend by Medium
2001
| Dailies | $859,367 | (10.3%) |
| Magazines: | $517,494 | (6.2%) |
| Out of Home: | $9,950 | (0.1%) |
| Radio: | $100,057 | (1.2%) |
| Total TV: | $6,818,403 | (82.1%) |
2002
| Dailies | $407,463 | (5.2%) |
| Magazines: | $932,389 | (11.9%) |
| Out of Home: | $116,310 | (1.5%) |
| Radio: | $191,602 | (2.4%) |
| Total TV: | $6,204,054 | (79.0%) |
2003
| Dailies | $366,818 | (4.1%) |
| Magazines: | $1,036,620 | (11.5%) |
| Out of Home: | $22,145 | (0.2%) |
| Radio: | $78,347 | (0.9%) |
| Total TV: | $7,487,932 | (83.3%) |
2004
| Dailies | $224,729 | (2.1%) |
| Magazines: | $1,344,065 | (12.8%) |
| Out of Home: | $61,067 | (0.6%) |
| Radio: | $23,843 | (0.2%) |
| Total TV: | $8,818,469 | (84.2%) |
National Q2 2004 – Top 5 Spenders, Spring Cleaning
1) Freudenberg Household Products LP (window & cleaning equipment)
2) Reckitt Benckiser PLC (toilet bowl cleaners)
3) The Procter & Gamble Company (cleaners, household)
4) S.C. Johnson & Son Inc. (toilet bowl cleaners)
5) Unilever (cleansers, household)
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.
