Dailies and magazines have steadily encroached on TV’s domination in recent years, resulting in the print media taking control of this category in 2005.
Annual National Advertising Spend – Q4 – Thanksgiving
| Q4 2002 | Q4 2003 | Q4 2004 | Q4 2005 | |
|---|---|---|---|---|
| Carnivals, festivals, shows, fairs | $65,096 | 93,011 | 119,612 | 112,020 |
| Fruit: canned | $– | — | 14,904 | 1,270 |
| Fruit: fresh | $121,051 | 277,436 | 81,722 | 144,773 |
| Juices, drinks & nectars | $2,161,336 | 1,219,315 | 1,441,751 | 17,605 |
| Meat marketing boards, fresh meat |
$466,396 | 462,987 | 591,818 | 191,481 |
| Pie fillings | $– | — | 1,897 | — |
| Pies, tarts, snack cakes | $215,210 | 154,187 | 56,684 | 26,673 |
| Poultry marketing boards, fresh poultry |
$21,098 | 934,175 | 665,783 | 117,038 |
| Stuffing & side dish mixes | $140 | — | — | 413 |
| Vegetables: fresh | $407 | 149,865 | 347,020 | 43,632 |
| Wines: domestic | $3,554,860 | 1,488,659 | 1,522,177 | 1,694,494 |
| Wines: imported | $2,963,076 | 2,364,428 | 2,429,149 | 2,437,559 |
| Total | $9,568,670 | 7,144,063 | 7,272,517 | 4,786,958 |
National Q4 Total Spend by Medium
2002
| Dailies: | $1,717,573 | (17.9%) |
| Magazines: | $1,092,260 | (11.4%) |
| Out of Home: | $426,543 | (4.5%) |
| Radio: | $643,202 | (6.7%) |
| Total TV: | $5,689,092 | (59.5%) |
2003
| Dailies | $695,262 | (9.7%) |
| Magazines: | $791,901 | (11.1%) |
| Out of Home: | $427,587 | (6.0%) |
| Radio: | $621,806 | (8.7%) |
| Total TV: | $4,607,507 | (64.5%) |
2004
| Dailies | $1,536,072 | (21.1%) |
| Magazines: | $718,574 | (9.9%) |
| Out of Home: | $527,403 | (7.3%) |
| Radio: | $454,553 | (6.3%) |
| Total TV: | $4,035,915 | (55.5%) |
2005
| Dailies | $1,350,024 | (28.2%) |
| Magazines: | $1,334,916 | (27.9%) |
| Out of Home: | $200,280 | (4.2%) |
| Radio: | $369,467 | (7.7%) |
| Total TV: | $1,532,271 | (32.0%) |
National Q4 2005 – Top 5 Spenders, Thanksgiving
1) Southcorp Wines Canada – Wolf Blass Chardonnay – (Wines: imported)
2) Wine Council of Ontario – Wine Council of Ontario – (Wines: domestic)
3) Vincor International – Vincor International Winery image – (Wines: domestic)
4) Vincor International – Dunsbury Bin 878 wine – (Wines: domestic)
5) Southcorp Wines Canada – Wolf Blass Yellow Label Cabernet Sauvignon – (Wines: imported)
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.
