Gimme a head with hair, long beautiful hair… Whether shining, gleaming, steaming, flaxen, or waxen, the visual media is where hair care marketers flow and show it. More than 50% of budgets go into TV while magazines get the major portion of remaining dollars. As expected, the well-known major players are the biggest spenders.
Annual National Advertising Spend – Q4 – Hair care and accessories
| Q4 2002 | Q4 2003 | Q4 2004 | Q4 2005 | |
| Hair brushes: tapes, ornaments | $0 | 73,970 | 0 | 0 |
| Hair care appliances | $98,606 | 228,862 | 100,136 | 295,979 |
| Hair care products available only in salons | $329,365 | 440,173 | 78,262 | 137,914 |
| Hair care products: image, promo | $1,962,385 | 1,600,943 | 2,519,713 | 5,375,332 |
| Hair colouring | $6,798,811 | 8,930,107 | 8,748,945 | 6,963,040 |
| Hair replacement | $625,609 | 800,943 | 743,489 | 1,443,210 |
| Hair shampoo: medicated | $131,466 | 118,382 | 62,826 | 3,941 |
| Hair shampoos & conditioners | $6,562,984 | 12,899,921 | 11,337,912 | 6,276,095 |
| Hair spray | $60,649 | 270,998 | 512,368 | 0 |
| Hair styling aids | $1,335,061 | 1,974,511 | 1,955,452 | 536,032 |
| Total | $17,904,936 | 27,338,810 | 26,059,103 | 21,031,543 |
National Q4 Total Spend by Medium
2002
| Dailies: | $453,221 | (2.5%) |
| Magazines: | $7,061,617 | (39.4%) |
| Out of Home: | $294,741 | (1.6%) |
| Radio: | $75,790 | (0.4%) |
| Total TV: | $10,019,567 | (56.0%) |
2003
| Dailies | $592,590 | (2.2%) |
| Magazines: | $9,684,735 | (35.4%) |
| Out of Home: | $151,311 | (0.6%) |
| Radio: | $88,789 | (0.3%) |
| Total TV: | $16,821,385 | (61.5%) |
2004
| Dailies | $701,012 | (2.7%) |
| Magazines: | $8,951,145 | (34.3%) |
| Out of Home: | $344,457 | (1.3%) |
| Radio: | $153,321 | (0.6%) |
| Total TV: | $15,909,168 | (61.1%) |
2005
| Dailies | $1,466,667 | (7.0%) |
| Magazines: | $7,704,558 | (36.6%) |
| Out of Home: | $373,701 | (1.8%) |
| Radio: | $232,097 | (1.1%) |
| Total TV: | $11,254,520 | (53.5%) |
National Q4 2005 – Top 5 Spenders, Hair care and accessories
1) Procter & Gamble Company – Head & Shoulders Sensitive Care – (Hair shampoos & conditioners)
2) L’Oreal SA – L’Oreal Excellence Crème Hair Colour – (Hair colouring)
3) Unilever – Dove Hair Shampoo – (Hair shampoos & conditioners)
4) Alberto – Tresemme Hair Care products – (Hair care products: image, promo)
5) Procter & Gamble Company – Clairol Herbal Essences Citrus Lift products – (Hair care products: image, promo)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact andrea.beach@nielsenmedia.com. All data courtesy of Nielsen Media Research.
