Out-of-home big for back to school
Out-of-home was second to TV in 2001 but grew by leaps and bound to take the lead in 2003 and then capture 55.8% of back-to-school spending in 2004. Most of the spending comes from apparel and shoe categories with jean marketers accounting for amounts ranging from one-third to more than half of the advertising spend in the past four years.
Annual National Advertising Spend – Q3 – Back to school
| Q3 2001 | Q3 2002 | Q3 2003 | Q3 2004 | |
| Children’s wear | $183,638 | ,333 | 290,200 | 71,375 |
| Coats & jackets | $159,908 | 603,585 | ,151 | 110,861 |
| Computers personal-reseller | 2,255,616 | ,369 | 89,191 | 59,590 |
| Jeans | $3,670,829 | 3,909,102 | 1,508,456 | 2,719,030 |
| Pens, pencils, markers, office supplies | $1,089,691 | 205,700 | 1,120,507 | 961,863 |
| Shoes & boots | $1,052,748 | 1,155,784 | 1,139,449 | 979,247 |
| Sport shoes | $873,334 | 1,686,661 | 287,562 | 213,415 |
| Total | $9,285,764 | $7,772,534 | $4,564,516 | $5,115,381 |
National Q3 Total Spend by Medium
2001
| Dailies | $2,233,738 | (24.1%) |
| Magazines: | $662,655 | (7.1%) |
| Out of Home: | $2,588,561 | (27.9%) |
| Radio: | $65,504 | (0.7%) |
| Total TV: | $3,735,306 | (40.2%) |
2002
| Dailies | $430,544 | (5.5%) |
| Magazines: | $424,868 | (5.5%) |
| Out of Home: | $2,496,579 | (32.1%) |
| Radio: | $133,932 | (1.7%) |
| Total TV: | $4,286,611 | (55.2%) |
2003
| Dailies | $292,535 | (6.4%) |
| Magazines: | $512,916 | (11.2%) |
| Out of Home: | $2,142,334 | (46.9%) |
| Radio: | $46,435 | (1.0%) |
| Total TV: | $1,570,296 | (34.4%) |
2004
| Dailies | $452,174 | (8.8%) |
| Magazines: | $907,992 | (17.8%) |
| Out of Home: | $2,852,310 | (55.8%) |
| Radio: | $64,479 | (1.3%) |
| Total TV: | $838,426 | (16.45%) |
National Q3 2004 – Top 5 Spenders, Back to school
1) Levi Strauss & Co. (Jeans)
2) Santana Inc. (Jeans)
3) Kodiak Group Inc. (Shoes and boots)
4) Mead WestVaco Corp. (Pens, pencils, markers, office supplies)
5) Manager Clothing Inc. (Jeans)
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.
