Newspapers attracted 45.3% of adspend in this sector in Q4, followed closely by TV, with other media lagging far behind. This category includes bowling, snowmobiling, skiing, fishing, promotion of fitness, weight-loss and martial arts centres and equipment for fitness, hockey and hunting.
| Winter Fitness and Outdoors | ||||
| Period Q4-Total Spending | ||||
| (October-December) | ||||
| Class | 2003 | 2004 | 2005 | 2006 |
| ($) | ($) | ($) | ($) | |
| TOTAL | 9,652,480 | 9,240,434 | 10,746,790 | 12,001,135 |
| Period Q4-Total by Medium | ||
| (October-December) | 2006 | |
| ($) | (%) | |
| Daily Newspaper | 5,433,608 | 45.3% |
| Magazine | 331,298 | 2.8% |
| Out of Home | 161,101 | 1.3% |
| Radio (Toronto/Vancouver focus) | 1,134,980 | 9.5% |
| Total TV | 4,940,148 | 41.2% |
| Total Media | 12,001,135 | 100.0% |
| Winter Fitness and Outdoors | |||
| Top Five Spenders – Period Q4 2006 | |||
| (October-December) | Total Media | ||
| Class | Company | Brands | ($) |
| Fitness and health clubs; weight loss plans and centres | LA Weight Loss Centres | LA Weight Loss Centres | 1 |
| Fitness and health clubs; weight loss plans and centres | Nestle SA | Jenny Craig Weight Loss Centers | 2 |
| Fitness and health clubs; weight loss plans and centres | Herbal Magic Systems International | Herbal Magic Systems Weight Loss Centres | 3 |
| Snowmobiles and parts | Bombardier Recreational Products Inc | Bombardier Ski Doo Snowmobiles Promotion | 4 |
| Fitness equipment | Nautilus Group Inc., the | Bowflex Treadclimber Fitness Equipment | 5 |
Source: The Nielsen Company, Nielsen Media Research
