Advertisers in this category have consistently invested roughly 60% to 64% of their dollars in dailies over the past four years. In second place, TV gets about one-quarter of the spending, while other media divvy up the remainder. Live theatre and concerts, sporting events and movie theatres are the biggest spenders in this growing category.
Annual National Advertising Spend, Q3 – Sports, events, entertainment
| Q3 2002 | Q3 2003 | Q3 2004 | Q3 2005 | |
|---|---|---|---|---|
| Art galleries | $142,514 | 128,302 | 202,936 | 173,228 |
| Carnivals, festivals, exhibitions, fairs, enviro & farm shows | $2,952,948 | 4,296,605 | 4,316,695 | 5,334,502 |
| Circuses | $185,461 | 56,862 | 15,831 | 92,252 |
| Home/craft/hobby/lifestyle shows | $287,459 | 404,701 | 551,858 | 672,791 |
| Movie theatre chains | $9,751,238 | 8,730,801 | 6,346,003 | 6,720,770 |
| Sporting events & groups, sports tracks | $12,311,648 | 11,461,434 | 11,046,154 | 14,881,325 |
| Sportsmen/sport/auto/travel/air shows | $68,187 | 93,988 | 86,380 | 100,891 |
| Theatre, sport venues, ticket agents | $17,154,561 | 19,864,179 | 20,936,320 | 21,380,249 |
| Video arcades, billiard halls | $56,777 | 62,520 | 59,504 | 100,362 |
| Zoos & aquariums | $528,067 | 952,114 | 1,901,747 | 1,585,034 |
| Total | $43,438,860 | 46,051,506 | 45,463,428 | 51,041,404 |
National Q3 Total Spend by Medium
2002
| Dailies | $27,089,217 | (62.4%) |
| Magazines: | $878,202 | (2.0%) |
| Out of Home: | $2,303,079 | (5.3%) |
| Radio: | $2,034,675 | (4.7%) |
| Total TV: | $11,133,687 | (25.6%) |
2003
| Dailies | $28,769,515 | (62.5%) |
| Magazines: | $715,906 | (1.6%) |
| Out of Home: | $2,443,805 | (5.3%) |
| Radio: | $2,022,320 | (4.4%) |
| Total TV: | $12,099,960 | (26.3%) |
2004
| Dailies | $27,136,252 | (59.7%) |
| Magazines: | $995,441 | (2.2%) |
| Out of Home: | $2,173,294 | (4.8%) |
| Radio: | $2,967,653 | (6.5%) |
| Total TV: | $12,190,788 | (26.8%) |
2005
| Dailies | $32,719,230 | (64.1%) |
| Magazines: | $1,525,866 | (3.0%) |
| Out of Home: | $2,290,439 | (4.5%) |
| Radio: | $2,390,015 | (4.7%) |
| Total TV: | $12,115,854 | (23.7%) |
National Q3 2005 – Top 5 Spenders – Sports, events, entertainment
| 1) Miscellaneous performances in theatres/clubs/etc. | Performances in theatres, clubs, stadiums | (theatre, sport venues, ticket agents) |
| 2) Famous Players Movie Theatres listings | AMC Entertainment Inc. | (Movie theatre chains) |
| 3) Cineplex Odeon Movie Theatres listings | AMC Entertainment Inc. | (Movie theatre chains) |
| 4) AMC Movie Theatres listings | AMC Entertainment Inc. | (Movie theatre chains) |
| 5) Toronto Zoo | City of Metropolitan Toronto | (Zoos & aquariums) |
The preceding data is from Nielsen Media Research’s AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.
All data courtesy of Nielsen Media Research.
