Nielsen Media Research Spend Trend: Father’s Day
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.
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.
