Nielsen Media Research Spend Trend: Dental Products
TV flashes the pearly whites
TV is the overwhelming choice for marketers of dental products, putting the bite on 87.2% of the spending last year. This category has grown nicely since 2002 with tooth whitening products exhibiting the most significant increases in spending.
TV flashes the pearly whites
TV is the overwhelming choice for marketers of dental products, putting the bite on 87.2% of the spending last year. This category has grown nicely since 2002 with tooth whitening products exhibiting the most significant increases in spending.
Annual National Advertising Spend – Q1 – Dental Products
| Q1 2002 | Q1 2003 | Q1 2004 | Q1 2005 | ||
| Dental centres & associations | $464,030 | 407,437 | 406,860 | 591,708 | |
| Denture cleansers | $– | 103,698 | 330,968 | 319,102 | |
| Denture liners, adhesives, repair kits,implant teeth | $483,844 | 411,965 | 442,273 | 339,888 | |
| Mouthwashes & breath fresheners | $894,052 | 827,000 | 1,359,579 | 839,935 | |
| Tooth whitening products | $1,028,983 | 2,473,190 | 3,751,545 | 2,505,797 | |
| Toothbrushes, dental floss, oral cleaning appliances | $1,827,025 | 1,237,091 | 2.160,450 | 836,045 | |
| Toothpaste & gel | $3,240,993 | 3,802,447 | 3,876,785 | 4,687,384 | |
| Total | $7,938,927 | $9,262,828 | $12,328,460 | $10,119,859 |
National Q1 Total Spend by Medium
2002
| Dailies | $10,563 | (0.1%) |
| Magazines: | $783,036 | (9.9%) |
| Out of Home: | $63,803 | (0.8%) |
| Radio: | $317,097 | (4.0%) |
| Total TV: | $6,764,428 | (85.2%) |
2003
| Dailies | $5,617 | (0.1%) |
| Magazines: | $977,707 | (10.6%) |
| Out of Home: | $174,700 | (1.9%) |
| Radio: | $77,701 | (0.8%) |
| Total TV: | $8,027,103 | (86.7%) |
2004
| Dailies | $6,037 | (0.0%) |
| Magazines: | $1,737,219 | (14.1%) |
| Out of Home: | $199,640 | (1.6%) |
| Radio: | $7,824 | (0.1%) |
| Total TV: | $10,377,740 | (84.2%) |
2005
| Dailies | $20,356 | (0.2%) |
| Magazines: | $1,211,257 | (12.0%) |
| Out of Home: | $62,312 | (0.6%) |
| Radio: | $5,191 | (0.1%) |
| Total TV: | $8,820,742 | (87.2%) |
National Q1 2005 – Top 5 Spenders, Dental Products
| 1) Procter & Gamble – Crest Whitestrips Premium Tooth Whitener | (Tooth whitening products) | |
| 2) GlaxoSmithKline PLC – Sensodyne F Toothpaste | (Toothpaste & gel) | |
| 3) Procter & Gamble – Oral B Rembrandt Whitening Strips | (Tooth whitening products) | |
| 4) Procter & Gamble – Crest Vivid White Toothpaste | (Toothpaste & gel) | |
| 5) GlaxoSmithKline PLC – Aquafresh Extreme Clean Toothpaste | (Toothpaste & gel) |
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.
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