DIYers turn to TV and dailies for decor and deals
TV has been the main choice for the home reno category over the past several years with dailies getting its fair share in second spot. Magazines and radio have been consistent in third and fourth positions while OOH is the least used medium in the category led by big spenders Home Depot and Canadian Tire.
Annual National Advertising Spend – Q2 – Home renovations
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
| Bathroom fixtures, kitchen sinks, sauna, hot tubs | $1,065,555 | 1,307,496 | 1,257,457 | 1,964,345 |
| Cabinets, countertops, shelving | $289,309 | 434,428 | 465,128 | 611,725 |
| Cement, concrete, brick, stone | $568,636 | 637,123 | 743,247 | 894,130 |
| Dept. stores – floor covering | $72,405 | 32,706 | 30,878 | 27,545 |
| Dept. stores – home improvement | $419,604 | 319,783 | 109,251 | 103,578 |
| Dept. stores – paint, wallcoverings | $14,009 | 174,608 | 58,108 | 88,369 |
| Doors, windows, glass, glass encl., greenhouses, garden bldg. | $2,028,629 | 2,501,003 | 3,460,386 | 4,965,224 |
| Financial institutions – loans | $— | 1,846 | — | — |
| Floor covering | $405,032 | 474,681 | 532,484 | 228,785 |
| Floor covering stores | $2,42,759 | 2,769,000 | 2,331,198 | 3,389,605 |
| Hardware stores, bldg. centres | $9,378,748 | 12,937,943 | 10,522,043 | 10,415,062 |
| Home impr., repair services | $1,110,638 | 2,054,620 | 5,120,650 | 1,942,079 |
| Home/craft/hobby/lifestyle shows | $217,489 | 155,260 | 200,817 | 201,158 |
| Insulation | $— | 219 | — | 1,848 |
| Marble & ceramic tiles | $23,427 | 35,248 | 14,448 | 27,672 |
| Paint & wallcovering stores | $839,214 | 859,467 | 1,133,019 | 1,317,169 |
| Paint & wallpaper | $1,866,918 | 3,418,726 | 3,860,435 | 6,325,481 |
| Paint, decorating, refinishing equip. | $96,211 | 57,925 | 80,222 | 131,231 |
| Siding, shingles, roofing, eavestrough, panels, tiles | $132,102 | 187,316 | 372,258 | 311,005 |
| Wood, hardwood flooring, wooden stairs | $676,533 | 807,978 | 763,380 | 1,015,186 |
| Total | $21,677,218 | $29,167,376 | $31,055,409 | $33,961,197 |
National Q2 Total Spend by Medium
2002
| Dailies | $6,976,199 | (32.2%) | |
| Magazines: | $2,877,298 | (13.3%) | |
| Out of Home: | $314,997 | (1.5%) | |
| Radio: | $2,448,177 | (11.3%) | |
| Total TV: | $9,060,547 | (41.8%) |
2003
| Dailies | $8,388,948 | (28.8%) | |
| Magazines: | $3,491,731 | (12.0%) | |
| Out of Home: | $452,512 | (1.6%) | |
| Radio: | $2,359,568 | (8.1%) | |
| Total TV: | $14,474,617 | (49.6%) |
2004
| Dailies | $7,743,871 | (24,9%) | |
| Magazines: | $3,805,685 | (12.3%) | |
| Out of Home: | $600,107 | (1.9%) | |
| Radio: | $2,908,777 | (9.4%) | |
| Total TV: | $15,996,969 | (51.5%) |
2005
| Dailies | $10,687,983 | (31.5%) | |
| Magazines: | $4,147,695 | (12.2%) | |
| Out of Home: | $477,783 | (1.4%) | |
| Radio: | $2,748,877 | (8.1%) | |
| Total TV: | $15,898,859 | (46.8%) |
National Q2 2005 – Top 5 Spenders, Home renovations
1) The Home Depot Inc. – Home Depot (Hardware stores & building centres)
2) Canadian Tire Corporation – Debbie Travis Paint (Paint & wallpaper)
3) Solarium de Paris – Solarium de Paris Solariums (Doors, windows, sheds, enclosures, & accessories)
4) Zytco Solarium Ltd. – Zytco Sunrooms (Doors, windows, sheds, enclosures & accessories)
5) The Home Depot Inc. – Home Depot Credit Card (Hardware stores & building centres)
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.
