TV is tops for cosmetics, grooming, and personal care products. It not only grabbed the bulk of spending in this category from 2001 to 2004, its share of the ad dollars grew greatly each year. The biggest spenders were cleanser/cosmetic and fitness and health advertisers but the largest spending increase was seen in the depilatories/feminine shaving products/body hair bleach product segment, which grew from 6.8% in 2001 to 17.3% last year.
Annual National Advertising Spend – Q3 – Pamper yourself
| Q3 2001 | Q3 2002 | Q3 2003 | Q3 2004 | |
| Cleansers: face, hand, body | $1,811,129 | 2,100,103 | 3,286,160 | 2,738,196 |
| Cosmetics image | $1,694,178 | 1,893,355 | 2,229,898 | 2,373,452 |
| Cosmetic store chains | $1,776,429 | 1,342,701 | 1,000,074 | 949,682 |
| Depilatories, feminine shaving products, body hair bleach | $717,284 | 650,018 | 1,148,422 | 2,419,774 |
| Fitness & health clubs; weight loss groups & programs | $4,272,312 | 3,562,351 | 4,025,679 | 4,997,180 |
| Hair salons | $216,400 | 187,702 | 240,199 | 382,126 |
| Personal care equipment and appliances | $– | 44,352 | 255,814 | 79,644 |
| Tanning salons & tanning equipment rentals | $40,610 | 56,562 | 26,404 | 34,759 |
| Total | $10,528,342 | $9,837,144 | $12,212,650 | $13,974,813 |
National Q3 Total Spend by Medium
2001
| Dailies | $3,105,121 | (29.5%) |
| Magazines: | $1,933,754 | (18.4%) |
| Out of Home: | $1,247,106 | (11.8%) |
| Radio: | $459,372 | (4.4%) |
| Total TV: | $3,782,989 | (35.9%) |
2002
| Dailies | $1,629,829 | (16.6%) |
| Magazines: | $2,082,040 | (21.2%) |
| Out of Home: | $923,983 | (9.4%) |
| Radio: | $445,921 | (4.5%) |
| Total TV: | $4,755,371 | (48.3%) |
2003
| Dailies | $1,672,081 | (13.7%) |
| Magazines: | $2,509,625 | (20.5%) |
| Out of Home: | $1,384,025 | (11.3%) |
| Radio: | $771,140 | (6.3%) |
| Total TV: | $5,875,779 | (48.1%) |
2004
| Dailies | $2,648,377 | (19.0%) |
| Magazines: | $1,938,250 | (13.9%) |
| Out of Home: | $788,713 | (5.6%) |
| Radio: | $909,323 | (6.5%) |
| Total TV: | $7,690,150 | (55.0%) |
National Q3 2004 – Top 5 Spenders, Cosmetics/grooming/personal care
1) Johnson & Johnson (Cleansers: face, hand, body)
2) L’Oreal SA (Cosmetics image)
3) Johnson & Johnson (Cosmetics image)
4) The Procter & Gamble Co. (Cleansers: face, hand, body)
5) Reckitt Benckiser PLC (Depilatories, feminine shaving products, body hair bleach)
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.
