Visual media are the big winners in this category. TV nets spend the bulk of the ad dollars on wearing apparel, with dailies running a close second, partly thanks to producing flyers. Magazines, a distant third, are followed by OOH and radio.
Not surprisingly, the world’s largest retailer, Wal-Mart – which disseminates five million flyers weekly in Canada – is the biggest spender for its ladies clothing department. Dockers brand for men and three major shoe chains rounded out the top five.
Total National Media Spend – Q2 – Apparel
| Q2 2003 | Q2 2004 | Q2 2005 | Q2 2006 | |
| Total | $18,974,256 | 12,462,806 | 13,174,694 | 15,119,793 |
National Q2 2006 Total Spend by Medium
2006
| Dailies | $5,011,303 | (33.1%) |
| Magazines: | $2,229,296 | (14.7%) |
| Out of Home: | $1,381,294 | (9.1%) |
| Radio: | $386,055 | (2.6%) |
| Total TV: | $6,111,845 | (40.4%) |
National Q2 2006 – Top 5 Spenders – Apparel 1) Wal-Mart Stores Inc. – Wal-Mart Ladies Clothing Dept. – (Dept. stores clothing dept.)
2) Payless ShoeSource Inc. – Payless ShoeSource Shoe Stores – (Shoe stores)
3) Levi Strauss & Co. – Dockers Mens Wear – (Mens wear)
4) Aldo Group Inc. – Aldo Shoe Stores – (Shoe stores)
5) Ronsons Shoe Stores – Ronsons Shoe Stores – (Shoe stores)
The preceding data is from the Nielsen Media Research, AdExpenditures.
For more information, please contact Anita Boyle Evans, Anita.Boyleevans@nielsen.com.
All data courtesy of Nielsen Media Research.
