Marketers of traditional Valentines Day tokens of love – greeting cards, chocolates, flowers, and lingerie – have been putting about 63% of their media dollars into TV for the past three years, although in 2002 it spent 71.9% of that spend on TV.
Annual National Advertising Spend – Q1 – Valentines Day
| Q1 2002 | Q1 2003 | Q1 2004 | Q1 2005 | |
| Chocolates, boxed | $1,455,395 | 727,299 | 518,712 | 1,717,564 |
| Florists | $340,456 | 423,216 | 356,191 | 488,869 |
| Greeting cards, stationery, bows | $346,220 | 3,689 | 2,508 | 4,700 |
| Lingerie | $112,917 | 158,635 | 99,707 | 178,638 |
| Total | $7,938,927 | $9,262,828 | $12,328,460 | $10,119,859 |
National Q1 Total Spend by Medium
2002
| Dailies | $224,694 | (10.0%) |
| Magazines: | $297,813 | (13.2%) |
| Out of Home: | $52,524 | (2.3%) |
| Radio: | $58,395 | (2.6%) |
| Total TV: | $1,621,562 | (71.9%) |
2003
| Dailies | $167,940 | (12.8%) |
| Magazines: | $217,961 | (16.6%) |
| Out of Home: | $61,720 | (4.7%) |
| Radio: | $30,273 | (2.3%) |
| Total TV: | $834,945 | (63.6%) |
2004
| Dailies | $134,955 | (13.8%) |
| Magazines: | $165,891 | (17.0%) |
| Out of Home: | $24,883 | (2.5%) |
| Radio: | $35,527 | (3.6%) |
| Total TV: | $615,862 | (63.0%) |
2005
| Dailies | $354,923 | (14.9%) |
| Magazines: | $367,125 | (15.4%) |
| Out of Home: | $77,474 | (3.2%) |
| Radio: | $77,022 | (3.2%) |
| Total TV: | $1,513,227 | (63.3%) |
National Q1 2005 – Top 5 Spenders, Valentines Day
1) Nestle SA – Turtles Chocolates, boxed (Chocolates, boxed)
2) Lindt & Sprungli AG – Lindt Chocolates (Chocolates, boxed)
3) Lindt & Sprungli AG – Lindt Lindor Truffles, boxed (Chocolates, boxed)
4) Roll International Corp. – Teleflora Flowers (Florists)
5) Nestle SA – After Eight Mint Chocolates (Chocolates, boxed)
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.
