Dad’s day dollars go to TV
Not necessarily proof that Dad’s a couch potato, but advertisers count on TV to tout all the toys that appeal to the male parental unit. Newspaper garners about one-quarter of the spending but over the past four years, 50% to nearly 70% of the dollars have gone into TV. Forget the tie. Tools and gadgets, home entertainment, and sporting goods are the categories being advertised.
Annual National Advertising Spend – Q2 – Father’s Day
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
|---|---|---|---|---|
| Audio visual entertainment systems & components | $32,007 | 70,937 | 190,073 | 316,235 |
| Bicycles & accessories | $61,484 | 37,430 | 11,241 | 13,145 |
| Boats, canoes, sailboards, watercraft | $691,990 | 672,354 | 824,492 | 840,287 |
| Bowling equip., centres, assoc. | $4,751 | 33,741 | 4,388 | 4,120 |
| Dealers: bicycles | $1,680 | — | — | — |
| Department stores, hardware | $980,239 | 1,834,686 | 1,180,918 | 5,582,547 |
| Department stores, home entertainment | $914,297 | 1,961,325 | 1,339,637 | 865,463 |
| Electronic stores, home entertainment | $3,295,153 | 7,807,710 | 4,740,396 | 6,281,514 |
| Fishing equip. & assoc. | $473,953 | 558,161 | 517,548 | 333,254 |
| Golf equip., golf courses, country clubs | $1,752,478 | 1,941,622 | 2,330,675 | 2,027,449 |
| Hardware stores, building centres | $18,052,392 | 26,428,152 | 25,544,36 | 25,472,124 |
| Hunting equipment & access. | $39,586 | 68,674 | 65,304 | 50,640 |
| Tennis equipment: assoc. | $2,945 | — | — | — |
| Tools & accessories: hardware | $1,285,828 | 1,835,733 | 3,348,705 | 2,604,013 |
| Total | $27,588,783 | 43,250,526 | 40,097,737 | 44,390,791 |
National Q2 Total Spend by Medium
2002
| Dailies | $8,600,237 | (31.2%) |
| Magazines: | $2,158,073 | (7.8%) |
| Out of Home: | $387,711 | (1.4%) |
| Radio: | $2,617,636 | (9.5%) |
| Total TV: | $13,825,126 | (50.1%) |
2003
| Dailies | $9,933,212 | (23.0%) |
| Magazines: | $2,366,195 | (5.5%) |
| Out of Home: | $357,160 | (0.8%) |
| Radio: | $1,799,010 | (4.2%) |
| Total TV: | $28,794,948 | (66.6%) |
2004
| Dailies | $7,786,598 | (19.4%) |
| Magazines: | $2,645,332 | (6.6%) |
| Out of Home: | $267,134 | (0.7%) |
| Radio: | $2,345,685 | (5.8%) |
| Total TV: | $27,052,988 | (67.5%) |
2005
| Dailies | $11,387,078 | (25.7%) |
| Magazines: | $2,110,009 | (4.8%) |
| Out of Home: | $383,220 | (0.9%) |
| Radio: | $2,765,834 | (6.2%) |
| Total TV: | $27,744,650 | (62.5%) |
National Q2 2005 – Top 5 Spenders, Father’s Day
1) The Home Depot Home Depot Hardware Stores – (Hardware stores & building centres)
2) Rona Inc. Rona Building Centres -(Hardware stores & building centres)
3) Wal-Mart Stores Inc. – Wal-Mart Stores Inc. – (Dept. stores hardware departments)
4) Rona Inc. Reno Depot Building Centres – (Hardware stores & building centres)
5) Best Buy Co. Inc. Future Shop Home Entertainment Dept. – (Dept. stores hardware departments)
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.
