Magazine is the medium for hearts, flowers and romance. In 2001, the annual wedding spend was spread across all media, but that changed radically in 2002 and subsequent years when spending in the category increased enormously and poured into wedding and fashion magazines. By 2004, 93.8% of ad spending was in magazines, leaving slim pickings for the rest of the field.
Annual National Advertising Spend – Q2 – Weddings
| Q2 2001 | Q2 2002 | Q2 2003 | Q2 2004 | |
| Bridal gowns & accessories | $9,379 | 4,793,334 | 5,337,483 | 6,879,004 |
| Bridal salons & plazas | $38,175 | 148,953 | 51,956 | 82,063 |
| Catering services | $12,600 | 41,660 | 89,449 | 11,172 |
| Clothing stores | $— | 18,023 | 4,935 | — |
| Florists | $426,983 | 325,455 | 522,817 | 478,898 |
| Greeting cards, invitations, wrap and bows | $— | 105,791 | 98,588 | 105,160 |
| Taxi & limousine services | $22,055 | 47,913 | 88,131 | 89,529 |
| Photo portrait studios | $— | 17,685 | 10,900 | 721 |
| Restaurants | $— | 3,160 | 450 | — |
| Total | $509,192 | $5,501,974 | $6,244,708 | $7,646,547 |
National Q2 Total Spend by Medium
2001
| Dailies | $112,344 | (22.1%) |
| Magazines: | $107,332 | (21.1%) |
| Out of Home: | $39,905 | (7.8%) |
| Radio: | $75,261 | (14.8%) |
| Total TV: | $174,350 | (34.2%) |
2002
| Dailies | $104,513 | (1.9%) |
| Magazines: | $5,122,743 | (93.1%) |
| Out of Home: | $23,039 | (0.4%) |
| Radio: | $38,575 | (0.7%) |
| Total TV: | $213,104 | (3.9%) |
2003
| Dailies | $98,836 | (1.6%) |
| Magazines: | $5,703,470 | (91.3%) |
| Out of Home: | $36,743 | (0.6%) |
| Radio: | $54,818 | (0.9%) |
| Total TV: | $350,841 | (5.6%) |
2004
| Dailies | $149,324 | (2.0%) |
| Magazines: | $7,173,206 | (93.8%) |
| Out of Home: | $38,110 | (0.5%) |
| Radio: | $52,397 | (0.7%) |
| Total TV: | $233,510 | (3.1%) |
National Q2 2004 – Top 5 Spenders, Weddings 1) Impression Bridal (Bridal gowns & accessories)
2) Richman Group Imports (Bridal gowns & accessories)
3) Princess Bridals (Bridal gowns & accessories)
4) International Fashion Group (Bridal gowns & accessories)
5) Toronto’s Bridal Factory Outlet (Bridal gowns & accessories)
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.
