Almost 80% of all dollars spent in this category go to TV, presumably to better showcase the respective marketers’ products and all those smiling – and often dancing – people using them.
Product sectors included in this category are: cleaning products – image/promotion/family; cleaning services and stores; drain cleaners; floor care appliances, services and equipment; furniture and panel polishes/cleaners; household cleaners/cleansers; oven cleaners; rug and upholstery cleaners/shampoos; scouring pads and sponges; toilet bowl cleaners; window and glass cleaners; window cleaning equipment; and brooms/mops/dusters.
Total National Media Spend – Q2 – Spring cleaning
| Q2 2003 | Q2 2004 | Q2 2005 | Q2 2006 | |
| Total | $8,007,790 | 11,175,936 | 8,743,513 | 9,870,521 |
National Q2 2006 Total Spend by Medium
2006
| Dailies | $709,675 | (7.2%) |
| Magazines: | $1,011,006 | (10.2%) |
| Out of Home: | $58,931 | (0.6%) |
| Radio: | $220,007 | (2.2%) |
| Total TV: | $7,870,902 | (79.7%) |
National Q2 2006 – Top 5 Spenders – Spring cleaning
1) Procter & Gamble Company – Mr. Clean Magic Eraser Extra Power Clean Pad – (Scouring pads & sponges)
2) Dyson Inc. – Dyson Vacuum Cleaner – (Floor care appliances: services, equipment)
3) Procter & Gamble Company – Mr. Clean Antibacterial Multi Surface Spray – (Household cleaners & cleansers)
4) Reckitt Benckiser PLC – Lysol Toilet Bowl Cleaner – (Toilet bowl cleaners)
5) Reckitt Benckiser PLC – Easy Off BAM Universal Degreaser Cleaner – (Household cleaners & cleansers)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, contact Anita Boyle Evans, Anita.Boyleevans@nielsen.com .
