Category spending plummets but stays with TV
The tobacco ad ban has decimated spending in this category over the past four years, leaving marketers of anti-smoking products alone on the field. TV has grabbed 44.6% to 89.3% of the spending but the amount of dollars from 2002 to 2004 is but a mere fraction of its previous glory.
Annual National Advertising Spend – Q4 – Smoking/Anti-smoking products
| Q4 2001 | Q4 2002 | Q4 2003 | Q4 2004 | |
| Anti-smoking products & services | $7,107,631 | 3,455,834 | 1,654,287 | 3,302,625 |
| Lighters | $– | — | 30,026 | 177,470 |
| Pipe & smokeless tobacco | $1,000 | 2,892 | 90,355 | 40,935 |
| Smoking Accessories | — | — | — | 29,194 |
| Tobacco Manufacturers: events & promotions | $5,019,284 | 3,075,295 | 460,886 | — |
| Tobacco Manufacturers: image | $– | — | 450 | — |
| Total | $12,127,915 | $6,534,021 | $2,236,004 | $3,550,224 |
National Q4 Total Spend by Medium
2001
| Dailies | $3,603,936 | (29.7%) |
| Magazines: | $901,978 | (7.4%) |
| Out of Home: | $1,232,157 | (10.2%) |
| Radio: | $542,628 | (4.5%) |
| Total TV: | $5,847,166 | (48.2%) |
2002
| Dailies | $1,317,559 | (20.2%) |
| Magazines: | $897,022 | (13.7%) |
| Out of Home: | $1,259,586 | (19.3%) |
| Radio: | $148,766 | (2.3%) |
| Total TV: | $2,911,088 | (44.6%) |
2003
| Dailies | $14,343 | (0.6%) |
| Magazines: | $23,260 | (1.0%) |
| Out of Home: | $368,941 | (16.5%) |
| Radio: | $176,514 | (7.9%) |
| Total TV: | $1,652,946 | (73.9%) |
2004
| Dailies | $134,430 | (3.8%) |
| Magazines: | $151,786 | (4.3%) |
| Out of Home: | $82,827 | (2.3%) |
| Radio: | $10,235 | (0.3%) |
| Total TV: | $3,170,946 | (89.3%) |
National Q4 2004 – Top 5 Spenders, Smoking/Anti-smoking products
1) Nicoderm Clear Anti-Smoking Patch – Pfizer Inc. (Anti-smoking products & services)
2) Nicorette Anti-Smoking Aid – Pfizer Inc.(Anti-smoking products & services)
3) BIC Lighter – Societe BIC SA (Lighters)
4) Romane Hypnosis Sessions to Stop Smoking – MVP Ltd. (Anti-smoking products & services)
5) Zippo Lighters – Zippo Mfg. Co. of Canada Ltd. (Lighters)
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.
