DIY marketers are heavily into TV and newspapers before pubs. With all of the successful decorating/renovation channels and publications in the marketplace, it’s no surprise that this is a big category. There’s a wide range of marketers competing for the DIY dollars but hardware stores and building centres are the biggest home renovation spenders. TV picked up more than half of the ad dollars last year, followed by newspapers with just over 25% and magazines with 12%.
Annual National Advertising Spend – Q2 – Home Renovations
| Q2 2001 | Q2 2002 | Q2 2003 | Q2 2004 | |
| Bathroom fixtures, kitchen sinks, sauna, hot tubs | $838,765 | 1,065,555 | 1,307,496 | 1,257,457 |
| Cabinets, countertops, shelving | $311,600 | 289,309 | 434,428 | 465,128 |
| Cement, concrete, brick, stone | $1,650 | — | — | — |
| Dept. stores – floor covering | $183,274 | 72,405 | 32,706 | 30,878 |
| Dept. stores – home improvement | $494,469 | 419,604 | 319,783 | 109,251 |
| Dept. stores – paint, wallcoverings | $17,506 | 14,009 | 174,608 | 58,108 |
| Doors, windows, glass, glass encl., greenhouses, garden bldg. | $1,632,266 | 2,028,629 | 2,501,003 | 3,460,386 |
| Financial institutions – loans | — | — | 1,846 | — |
| Floor covering | $274,350 | 405,032 | 474,681 | 532,484 |
| Floor covering stores | $4,287,997 | 2,811,004 | 3,071,770 | 2,319,415 |
| Hardware stores, bldg. centres | $15,264,414 | 9,389,687 | 12,956,724 | 10,569,318 |
| Home impr., repair services | $481,094 | 1,110,638 | 2,054,620 | 5,120,650 |
| Home/craft/hobby/lifestyle shows | $347,400 | 217,489 | 155,260 | 200,817 |
| Insulation | $639 | — | 219 | — |
| Marble & ceramic tiles | $11,083 | 23,427 | 35,248 | 14,448 |
| Paint & wallcovering stores | $1,413,264 | 839,214 | 859,467 | 1,133,019 |
| Paint & wallpaper | $2,064,998 | 1,866,918 | 3,418,726 | 3,860,435 |
| Paint, decorating, refinishing equip. | $6,375 | — | — | — |
| Siding, shingles, roofing, eavestrough, panels, tiles | $330,658 | 132,102 | 187,316 | 372,258 |
| Wood, hardwood flooring, wooden stairs | $639,760 | 676,533 | 807,978 | 763,380 |
| Total | $28,601,562 | $21,361,555 | $28,793,879 | $30,267,432 |
National Q2 Total Spend by Medium
2001
| Dailies | $9,927,295 | (34.7%) |
| Magazines: | $2,547,749 | (8.9%) |
| Out of Home: | $177,656 | (0.6%) |
| Radio: | $1,757,823 (6.1%) | |
| Total TV: | $14,191,039 | (49.6%) |
2002
| Dailies | $7,233,041 | (33.9%) |
| Magazines: | $2,740,323 | (12.8%) |
| Out of Home: | $231,391 | (1.1%) |
| Radio: | $2,354,440 | (11.0%) |
| Total TV: | $8,802,360 | (41.2%) |
2003
| Dailies | $8,456,008 | (29.4%) |
| Magazines: | $3,387,147 | (11.8%) |
| Out of Home: | $438,462 | (1.5%) |
| Radio: | $2,298,038 | (8.0%) |
| Total TV: | $14,214,224 | (49.4%) |
2004
| Dailies | $7,596,359 | (25.1%) |
| Magazines: | $3,629,772 | (12.0%) |
| Out of Home: | $492,268 | (1.6%) |
| Radio: | $2,842,852 | (9.4%) |
| Total TV: | $15,706,181 | (51.9%) |
National Q2 2004 – Top 5 Spenders, Home Renovations
1) The Home Depot Inc. (Hardware stores, building centres)
2) Centrica PLC (Home improvement & repair services)
3) Home Hardware Stores Limited (Paint & wallpaper)
4) Sico Inc. (Paint & wallpaper)
5) Berkshire Hathaway Inc. (Paint & wallpaper)
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.
