TV touts Dad’s favourite things
Most advertising highlighting toys for big boys makes it way to TV in the run up to Fathers’ Day each year. Dailies come in a distant second, ranging from 28.5% in 2001 to 19.9% in 2004. Not surprisingly the biggest spenders are in the hardware/building stores and electronic stores categories with sports equipment, hardware/tools, and audio/visual equipment being the main gift suggestions.
Annual National Advertising Spend – Q2 – Fathers’ Day
| Q2 2001 | Q2 2002 | Q2 2003 | Q2 2004 | |
| Audio/visual home entertainment system & components | $6,892 | 32,007 | 70,937 | 190,073 |
| Bicycles & accessories | $4,463 | 61,484 | 37,430 | 11,241 |
| Boats, canoes, sailboards, watercraft | $478,391 | 691,990 | 672,354 | 824,492 |
| Bowling equip., centres, assoc. | $15,211 | 4,751 | 33,741 | 4,388 |
| Bicycle dealers | $4,500 | 1,680 | — | — |
| Dept. stores – hardware dept. | $527,791 | 980,239 | 1,834,686 | 1,180,918 |
| Dept. stores – home entertainment | $1,121,980 | 914,297 | 1,961,325 | 1,339,637 |
| Electronics stores | $3,735,659 | 3,433,929 | 8,148,246 | 4,992,167 |
| Fishing equip. & assoc. | $481,158 | 473,953 | 558,161 | 517,458 |
| Golf equip., carts, courses, country clubs | $1,473,132 | 1,751,845 | 1,939,522 | 2,328,912 |
| Hardware stores, bldg. centres | $25,757,896 | 18,007,304 | 26,392,800 | 25,517,952 |
| Hunting equip., firearms | $23,043 | 39,586 | 68,674 | 65,304 |
| Tennis equip., assoc. | $347,400 | 4,960 | 2,945 | — |
| Tools & accessories: hardware | $1,462,759 | 1,285,828 | 1,835,733 | 3,348,705 |
| Total | $35,097,843 | $27,681,838 | $45,533,609 | $40,321,337 |
National Q2 Total Spend by Medium
2001
| Dailies | $10,005,909 | (28.5%) |
| Magazines: | $1,664,820 | (4.7%) |
| Out of Home: | $413,291 | (1.2%) |
| Radio: | $3,006,764 | (8.6%) |
| Total TV: | $20,007,059 | (57.0%) |
2002
| Dailies | $8,730,334 | (31.5%) |
| Magazines: | $2,158,073 | (7.8%) |
| Out of Home: | $387,711 | (1.4%) |
| Radio: | $2,617,636 | (9.5%) |
| Total TV: | $13,788,084 | (49.8%) |
2003
| Dailies | $10,211,545 | (23.4%) |
| Magazines: | $2,366,195 | (5.4%) |
| Out of Home: | $357,160 | (0.8%) |
| Radio: | $1,799,010 | (4.1%) |
| Total TV: | $28,819,699 | (66.2%) |
2004
| Dailies | $8,021,509 | (19.9%) |
| Magazines: | $2,645,332 | (6.6%) |
| Out of Home: | $267,134 | (0.7%) |
| Radio: | $2,345,685 | (5.8%) |
| Total TV: | $27,041,677 | (67.1%) |
National Q2 2004 – Top 5 Spenders, Fathers’ Day
1) Rona Inc. (Hardware stores, building centres)
2) Home Depot Inc. (Hardware stores, building centres)
3) Best Buy Co. Inc. (Electronic stores/home entertainment)
4) Home Hardware Stores Limited (Hardware stores, building centres)
5) Canadian Tire Corporation (Dept. stores: hardware dept.)
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.
