As the new TV season approaches, so does all the advertising promoting the fall lineups. TV properties – cablecos, networks, and conventional stations – are the biggest Q3 spenders of all the media properties. Combined, they have accounted for 59% to nearly 65% (2005) of the spending in the category for the past four years. Dailies attract more than 40% of the dollars each year, with OOH running a distant second.
(Note: Promotional spots on the network or in the media property being advertised are not counted but ads on another network or medium, including those owned by the same parent company, are part of the tally.)
Annual National Advertising Spend – Q3 – Media properties
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
|---|---|---|---|---|
| Cable companies bundling services | $524,212 | 465,574 | 676,025 | 2,053,907 |
| Cable TV providers, networks, assoc. | $16,305,639 | 16,599,213 | 16,131,775 | 18,276,148 |
| Magazines, newsletters, periodicals | $1,734,110 | 3,520,086 | 2,505,021 | 3,566,322 |
| Newspapers | $4,062,781 | 5,324,996 | 3,546,545 | 2,631,415 |
| OOH/Outdoor media services | $125,784 | 249,332 | 174,774 | 144,805 |
| Radio stations & networks | $14,723,908 | 14,815,416 | 13,530,990 | 14,048,737 |
| Satellite TV stations & networks | $ — | — | 30 | 388 |
| Television stations | $13,944,585 | 17,235,544 | 12,164,872 | 16,872,051 |
| Total | $51,421,019 | 58,210,161 | 48,730,032 | 57,593,773 |
National Q3 Total Spend by Medium
2002
| Dailies | $20,760,084 | (40.4%) |
| Magazines: | $8,363,186 | (16.3%) |
| Out of Home: | $8,568,954 | (16.7%) |
| Radio: | $4,198,897 | (8.2%) |
| Total TV: | $9,529,898 | (18.5%) |
2003
| Dailies | $24,754,518 | (42.5%) |
| Magazines: | $6,588,919 | (11.3%) |
| Out of Home: | $11,969,211 | (20.6%) |
| Radio: | $4,126,186 | (7.1%) |
| Total TV: | $10,771,327 | (18.5%) |
2004
| Dailies | $19,958,728 | (41.0%) |
| Magazines: | $5,656,477 | (11.6%) |
| Out of Home: | $8,777,123 | (18.0%) |
| Radio: | $4,063,281 | (8.3%) |
| Total TV: | $10,274,423 | (21.1%) |
2005
| Dailies | $26,246,917 | (45.6%) |
| Magazines: | $5,433,774 | (9.4%) |
| Out of Home: | $11,878,424 | (20.6%) |
| Radio: | $4,867,969 | (8.5%) |
| Total TV: | $9,166,689 | (15.9%) |
National Q3 2005 – Top 5 Spenders, Media properties
1) Global Television Network – CanWest Global Communications Corp. – (Cable TV providers, networks, assoc.)
2) Radio-Canada Television Network – Government of Canada – (Cable TV providers, networks, assoc.)
3) CTV Television Network – BCE Corporation – (Television stations)
4) CBC Television Network – Government of Canada – (Cable TV providers, networks, assoc.)
5) TVA Television Network – Quebecor Inc. – (Television stations)
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.
