Wine: Nielsen Media Research Spend Trend

There may or may not be veritas in vino, but here's the truth about where wine ads are ending up.
By Terry Poulton
October 22, 2007

The lion’s share of wine advertising went to daily newspapers (34.8%) and magazines (26.5%) in Q4 of 2006. This category includes domestic and imported wines, wine shops, importers and distributors of wine and non-alcoholic versions.

Wine
Period Q4-Total Spending

Class 2003 2004 2005 2006
  ($) ($) ($) ($)
TOTAL 4,601,656 4,913,346 5,683,903 6,570,782

Period Q4-Total by Medium

  ($) (%)
Daily Newspaper 2,284,909 34.8%
Magazine 1,738,295 26.5%
Out of Home 469,149 7.1%
Radio (Toronto/Vancouver focus) 590,435 9.0%
Total TV 1,487,994 22.6%
Total Media 6,570,782 100.0%

Wine
Top Five Spenders – Period Q4 2006

Class Company Brand ($)
WINES: DOMESTIC QUEBEC GOVERNMENT SAQ QUEBEC LIQUOR BOARD WINES 1
WINE SHOPS QUEBEC GOVERNMENT SAQ WINE & LIQUOR STORES 2
WINE SHOPS QUEBEC GOVERNMENT SAQ WINE & LIQUORS STORES GIFT CERT GIFT CARD 3
WINE SHOPS WILLOW PARK WINES & SPIRITS WILLOW PARK WINES & SPIRITS SHOPS 4
WINE SHOPS CALGARY CO-OPERATIVE ASSOCIATION LTD CALGARY CO OP LIQUOR STORES 5

The preceding data is from Nielsen Media Research, AdExpenditures. For more information, contact Andrea Beach, Andrea.Beach@nielsen.com.