Dailies are the choice for career and training ads. They own this category, capturing anywhere from a high of 68.7% to a low of 51.7% of the annual ad dollars for the past four years. Radio showed the most improvement with annual increases resulting in a jump from just 0.4% of the pie in 2001 to 8.1% last year. Overall media spending in the category declined yearly from 2001 to 2003. The spend rallied last year but did not reach its 2001 level.
Annual National Advertising Spend – Q3 – Career search and training
| Q3 2001 | Q3 2002 | Q3 2003 | Q3 2004 | |
| Business equipment/ trade/ financial shows | $25,082 | 19,778 | 116,895 | 36,790 |
| Financial & business related associations | $ – – | – – | 1,250 | – – |
| Informational sites/ search engines/ portals | $ – – | – – | – – | 10,025 |
| Personnel & staff training programs | $2,763,960 | 2,444,119 | 1,061,800 | 2,171,431 |
| Schools, correspondence courses, seminars | $1,064,444 | 1,125,260 | 927,190 | 719,296 |
| Total | $3,853,486 | $3,589,157 | $2,107,135 | $2,937,542 |
National Q3 Total Spend by Medium
2001
| Dailies | $2,384,722 | (61.9%) |
| Magazines: | $35,191 | (0.9%) |
| Out of Home: | $642,432 | (16.7%) |
| Radio: | $15,286 | (0.4%) |
| Total TV: | $775,855 | (20.1%) |
2002
| Dailies | $2,466,884 | (68.7%) |
| Magazines: | $75,493 | (2.1%) |
| Out of Home: | $307,740 | (8.6%) |
| Radio: | $73,628 | (2.1%) |
| Total TV: | $665,412 | (18.5%) |
2003
| Dailies | $1,090,102 | (51.7%) |
| Magazines: | $81,852 | (3.9%) |
| Out of Home: | $286,887 | (13.6%) |
| Radio: | $46,017 | (2.2%) |
| Total TV: | $602,277 | (28.6%) |
2004
| Dailies | $1,702,21 | (57.9%) |
| Magazines: | $151,952 | (5.2%) |
| Out of Home: | $241,172 | (8.2%) |
| Radio: | $238,211 | (8.1%) |
| Total TV: | $603,995 | (20.6%) |
National Q3 2004 – Top 5 Spenders, Career search and training
1) Workopolis.com (personnel & staff training programs)
2) Career Education Corporation (schools, correspondence courses, seminars)
3) JobBoom.com (personnel & staff training programs)
4) Herzing College (schools, correspondence courses, seminars)
5) CanWest Global Communications Corporation (personnel & staff training programs)
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.
