TV rules for back to school, but it gets ample support from OOH and the dailies. Marketers in this category include children’s wear; coats and jackets; computers (personal and reseller); jeans; pens, pencils, markers and office supplies; shoes and boots(dress/winter/hiking, slippers); and sports shoes.
Total National Media Spend – Q3 – Back to school
| Q3 2003 | Q3 2004 | Q3 2005 | Q3 2006 | |
| Total | $4,540,466 | 5,077,257 | 5,973,729 | 9,872,783 |
National Q3 2006 Total Spend by Medium
2006
| Dailies | $1,241,636 | (12.6%) |
| Magazines: | $791,542 | (8.0%) |
| Out of Home: | $1,280,698 | (13.0%) |
| Radio: | $546,066 | (5.5%) |
| Total TV: | $6,012,841 | (60.9%) |
National Q3 2006 – Top 5 Spenders – Back to school
1) Hudson’s Bay Company – Hilary Duff Children’s Wear – (Children’s wear)
2) Nike Inc. – Nike Air Shoes Image – (Sportshoes)
3) Newell Rubbermaid Inc. – Paper Mate Profile Pen – (Pens, pencils, markers, office supplies)
4) Societe Bic SA – BIC Pens – (Pens, pencils, markers, office supplies)
5) Newell Rubbermaid Inc. – Paper Mate Flair Pen – (Pens, pencils, markers, office supplies)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, contact Andrea Beach, Andrea.Beach@nielsen.com.
