Out-of-home is the real winner in this category with dailies and magazines picking up steam and substantial gains each year. In 2002, TV was in control but after that, marketers began to diversify their spending and fine-tune their targeting. Not surprisingly marketers of jeans are the biggest spenders on the back-to-school scene.
Annual National Advertising Spend – Q3 – Back to school
| Q3 2002 | Q3 2003 | Q3 2004 | Q3 2005 | |
| Children’s wear | $49,333 | 290,200 | 71,375 | 166,556 |
| Coats & jackets | $603,585 | 129,151 | 110,861 | 155,686 |
| Computers personal – reseller | $162,369 | 89,191 | 59,590 | 454,150 |
| Jeans | $3,909,102 | 1,508,456 | 2,719,030 | 2,293,925 |
| Pens, pencils, markers, office equipment | $205,700 | 1,120,507 | 961,863 | 957,128 |
| Shoes & boots | $1,155,784 | 1,115,399 | 943,397 | 1,352,875 |
| Sportshoes | $1,686,661 | 287,562 | 213,415 | 550,691 |
| Total | $7,772,534 | 4,540,466 | 5,079,531 | 5,931,011 |
National Q3 Total Spend by Medium
2002
| Dailies | $430,544 | (5.5%) |
| Magazines: | $424,868 | (5.5%) |
| Out of Home: | $2,496,579 | (32.1%) |
| Radio: | $133,932 | (1.7%) |
| Total TV: | $4,286,611 | (55.2%) |
2003
| Dailies | $292,535 | (6.4%) |
| Magazines: | $512,916 | (11.3%) |
| Out of Home: | $2,142,33 | (47.2%) |
| Radio: | $22,385 | (0.5%) |
| Total TV: | $1,570,296 | (34.6%) |
2004
| Dailies | $452,174 | (8.9%) |
| Magazines: | $907,992 | (17.9%) |
| Out of Home: | $2,852,310 | (56.2%) |
| Radio: | $28,629 | (0.6%) |
| Total TV: | $838,426 | (16.5%) |
2005
| Dailies | $1,114,321 | (18.8%) |
| Magazines: | $1,106,952 | (18.7%) |
| Out of Home: | $2,110,650 | (35.6%) |
| Radio: | $151,425 | (2.6%) |
| Total TV: | $1,447,66 | (24.4%) |
National Q3 2005 – Top 5 Spenders, Back to school
1) Levi Strauss & Co. – Levi Jeans – (jeans)
2) Newell Rubbermaid Inc. – Sanford Sharpie Markers – (pens, pencils, markers, office supplies)
3) Santana Inc. – De Parasuco Jeans – (jeans)
4) Kodiak Group Inc. – Kodiak Boots – (shoes & boots)
5) Guess Inc. – Guess Jeans – (jeans)
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
