Nielsen Media Research Spend Trend: Spring cleaning

TV sparkles with spring cleaning

Television gets the bulk of the cleaning product and service spending although 2005 netted the medium the smallest percentage over the four-year period. Magazines are a distant second but rallied last year to come up just short of double the previous year's spending. Overall spending in traditional media declined in this category in 2005, likely reflecting the trend for major marketers P&G and Unilever to get closer to their consumers with more direct tactics such as promotions, in-store, Internet, and email marketing.
By Staff 
March 30, 2006

TV sparkles with spring cleaning

Television gets the bulk of the cleaning product and service spending although 2005 netted the medium the smallest percentage over the four-year period. Magazines are a distant second but rallied last year to come up just short of double the previous year’s spending. Overall spending in traditional media declined in this category in 2005, likely reflecting the trend for major marketers P&G and Unilever to get closer to their consumers with more direct tactics such as promotions, in-store, Internet, and email marketing.

Annual National Advertising Spend – Q2 – Spring cleaning

  Q2 2002 Q2 2003 Q2 2004 Q2 2005
Cleaners: household $4,463,712 5,247,936 3,011,774 2,558,640
Cleaning products: image, promotion, family $ 804,932 208,345 937,253 1,043,498
Cleansers: household $11,577 265,900 795,184 —
Drain cleaners $– 92,810 21,510 36,635
Dry cleaning, carpet & furniture cleaning services $394,248 485,528 484,282 287,697
Floor care appliances, services, equipment $171,425 222,737 262,464 484,128
Furniture polishers, cleaners $274,257 90,528 52,255 199,094
Oven cleaners $262,144 108,166 — —
Rug & upholstery cleaners, shampoos $259,551 70 88,010 101,076
Scouring pads & sponges $– — 700,942 261,733
Toilet bowl cleaners $479,431 878,552 2,000,462 777,024
Window & glass cleaners $1,570 212,879 277,994 97,168
Window cleaning equipment, brooms, mops, dusters $728,313 1,176,461 1,837,116 2,429,918
Total $7,851.160 $8,989,912 $10,469,246 $8,276,611

National Q2 Total Spend by Medium

2002

Dailies $406,805 (5.2%)
Magazines: $932,389 (11.9%)
Out of Home: $116,310 (1.5%)
Radio: $191,602 (2.4%)
Total TV: $6,204,054 (79.0%)

2003

Dailies $364,868 (4.1%)
Magazines: $1,036,620 (11.5%)
Out of Home: $22,145 (0.2%)
Radio: $78,347 (0.9%)
Total TV: $7,487,932 (83.3%)

2004

Dailies $221,802 (2.1%)
Magazines: $1,344,065 (12.8%)
Out of Home: $61,067 (0.6%)
Radio: $23,843 (0.2%)
Total TV: $8,818,469 (84.2%)

2005

Dailies $337,936 (4.1%)
Magazines: $2,056,232 (24.8%)
Out of Home: $63,820 (0.8%)
Radio: $92,231 (1.1%)
Total TV: $5,726,392 (69.2%)

National Q2 2005 – Top 5 Spenders, Spring cleaning
1) The Procter & Gamble Company – Mr. Clean MagicReach Cleaning Kit (Window cleaning equipment, brooms, mops, dusters)
2) The Procter & Gamble Company – P&G Household Products Promotion (Cleaning products: image, promotion, family)
3) Unilever – VIM Oxy Gel Cleaner Liquid (Cleaners: household)
4) Minnesota Mining & Manufactuing Co. – Scotch Brite Disposable Toilet Bowl Scrubbers (Toilet bowl cleaners)
5) The Procter & Gamble Company – Swiffer Sweep & Vac (Window cleaning equipment, brooms, mops, dusters)

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.