TV blooms with gardening dollars
Spending has been fairly consistent in this category over the past several years with TV getting the bulk of dollars, followed by dailies and magazines with radio a strong fourth contender in the mix.
Annual National Advertising Spend – Q2 – Gardening
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
| Dealers: garden & snow removal equipment | $40,780 | 68,334 | 59,704 | 26,434 |
| Dept stores: garden & patio | $4,373,419 | 3,026,010 | 3,918,336 | 1,035,354 |
| Fertilizer: garden | $2,422,163 | 2,365,489 | 3,761,174 | 3,759,408 |
| Furniture: garden & patio | $64,102 | 162,287 | 87,362 | 102,812 |
| Garden centres, nurseries | $2,257,031 | 2,244,460 | 2,824,155 | 2,478,095 |
| Garden, tree & lawn maintenance products | $2,870,617 | 2,900,590 | 2,298,910 | 1,091,564 |
| Insecticides & weed killers: garden | $488,166 | 330,667 | 414,280 | 816,141 |
| Landscaping: lawn & tree care services | $148,005 | 414,139 | 131,392 | 570,742 |
| Plants, plant care products | $118,784 | 53,411 | 217,823 | 1,242,773 |
| Tools & accessories: garden | $1,039,106 | 1,161,684 | 2,178,620 | 722,070 |
| Total | $13,822,173 | 12,727,071 | 15,891,756 | 11,845,393 |
National Q2 Total Spend by Medium
2002
| Dailies | $2,043,884 | (14.8%) |
| Magazines: | $1,003,771 | (7.3%) |
| Out of Home: | $101,498 | (0.7%) |
| Radio: | $758,407 | (5.5%) |
| Total TV: | $9,914,613 | (71.7%) |
2003
| Dailies | $2,106,284 | (16.5%) |
| Magazines: | $990,615 | (7.8%) |
| Out of Home: | $344,352 | (2.7%) |
| Radio: | $701,534 | (5.5%) |
| Total TV: | $8,584,286 | (67.4%) |
2004
| Dailies | $1,844,936 | (11.6%) |
| Magazines: | $1,010,249 | (6.4%) |
| Out of Home: | $428,623 | (2.7%) |
| Radio: | $802,524 | (5.0%) |
| Total TV: | $11,805,424 | (74.3%) |
2005
| Dailies | $1,920,872 | (16.2%) |
| Magazines: | $1,007,409 | (8.5%) |
| Out of Home: | $135,884 | (1.1%) |
| Radio: | $824,805 | (7.0%) |
| Total TV: | $7,956,423 | (67.2%) |
National Q2 2005 – Top 5 Spenders, Gardening
1) Scotts Turf Builder – The Scotts Company (Fertilizer: garden)
2) MiracleGro Shaken Feed Plant Food – The Scotts Company (Fertilizer: garden)
3) Canadian Tire Garden & Patio Dept. – Canadian Tire Corp. (Dept stores: garden & patio)
4) MiracleGro Moisture Control Potting Soil – The Scotts Company (Plants & plant care)
5) Cilgo Lfgreen Lawn Food Fertilizer – Spectrum Brands Inc. (Fertilizer: garden)
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.
