Dailies are basking in a summer spend spree. This category experienced steady growth from 2001 through 2004 with daily newspapers garnering the majority of the investment, ranging from a high of 69.8% to 63% to its lowest in 2003. TV is a distant second and clocked in with a high of 18.9% last year. Not surprisingly, the hotel chains and hotels & resorts segments were the biggest spenders, followed by sporting goods stores.
Annual National Advertising Spend – Q2 – Summer Vacation
| Q2 2001 | Q2 2002 | Q2 2003 | Q2 2004 | |
| Boats, canoes, sailboards, watercraft | $478,391 | 691,990 | 672,354 | 824,492 |
| Camping equip. & assoc. | $150,612 | 308,908 | 103,288 | 61,470 |
| Motor homes/ travel trailers: dealers | $525,361 | 262,885 | 367,920 | 405,771 |
| Marine craft: distributors boat hauling services | $148,328 | 125,106 | 150,067 | 219,290 |
| Dealers: marine motors | $22,344 | 1,480 | — | — |
| Hotel chains | $9,534,215 | 12,263,779 | 13,240,727 | 13,713,388 |
| Hotels & resorts | $6,362,818 | 5,940,677 | 7,384,361 | 7,671,361 |
| Marine accessories & services | $276,994 | 263,751 | 250,087 | 217,973 |
| Marine motors: inboards/ outboards, batteries | $206,307 | 263,533 | 269,432 | 322,236 |
| Sporting goods stores, repairs, services | $14,920,032 | 12,771,837 | 12,004,830 | 11,270,392 |
| Sports camps | $35,270 | 68,382 | 94,521 | 61,724 |
| Travel trailers, motor homes, camper tops | $11,845 | 15,448 | 11,612 | 11,398 |
| Total | $32,672,517 | $32,977,776 | $34,549,199 | $34,799,495 |
National Q2 Total Spend by Medium
2001
| Dailies | $22,793,625 | (69.8%) |
| Magazines: | $3,082,592 | (9.4%) |
| Out of Home: | $905,964 | (2.8%) |
| Radio: | $1,789,025 | (5.5%) |
| Total TV: | $4,101,311 | (12.6%) |
2002
| Dailies | $21,353,950 | (64.8%) |
| Magazines: | $4,092,312 | 12.4%) |
| Out of Home: | $1,279,824 | (3.9%) |
| Radio: | $1,718,622 | (5.2%) |
| Total TV: | $4,533,068 | (13.7%) |
2003
| Dailies | $21,750,774 | (63.0%) |
| Magazines: | $3,263,301 | (9.4%) |
| Out of Home: | $1,574,411 | (4.6%) |
| Radio: | $1,493,800 | (4.3%) |
| Total TV: | $6,466,913 | (18.7%) |
2004
| Dailies | $22,193,891 | (63.8%) |
| Magazines: | $3,657,494 | (10.5%) |
| Out of Home: | $1,128,448 | (3.2%) |
| Radio: | $1,237,527 | (3.6%) |
| Total TV: | $6,562,135 | (18.9%) |
National Q2 2004 – Top 5 Spenders, Summer Vacation
1) Misc. Ontario Hotels & Resorts (Hotels & resorts: miscellaneous)
2) Misc. Quebec Hotels & resorts (Hotels & resorts: miscellaneous)
3) Starwood Hotels & Resorts Worldwide Inc. (Hotel chains)
4) Cendant Corporation (Hotel chains)
5) Sporting Life (Sporting goods stores: repairs, services)
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.
