It’s summertime and it seems that dailies are the first stop for those looking to install a new pool or patio, or to buy new outdoor furniture. More than three-quarters of the dollars spent in this category go into dailies, leaving TV in a distant second place.
Products and services in this category include awnings and canopies; cement, concrete, asphalt, brick and stone; department store garden and patio shops; doors, windows, glass, glass enclosures, greenhouses and garden buildings; pool and patio centres; pool accessories; garden and patio furniture and appliances; and wooden decking, floors and stairs.
Total National Media Spend – Q3 – Outdoor living
| Q3 2003 | Q3 2004 | Q3 2005 | Q3 2006 | |
| Total | $4,843,757 | 7,785,497 | 7,183,079 | 7,583,333 |
National Q3 2006 Total Spend by Medium
2006
| Dailies | $5,900,635 | (77.8%) |
| Magazines: | $323,239 | (4.3%) |
| Out of Home: | $159,687 | (2.1%) |
| Radio: | $67,265 | (0.9%) |
| Total TV: | $1,132,507 | (14.9%) |
National Q3 2006 – Top 5 Spenders – Outdoor living
1) Solarium de Paris – Solarium de Paris Solariums – (Doors, windows, sheds, enclosures & accessories)
2) Trevi Pools Inc. – Trevi Pool & Patio Centres – (Pool & patio centres)
3) Canada Spas Depot – Canada Spas Depot Stores – (Pool & patio centres)
4) Zytco Solarium Ltd. – Zytco Sunrooms – (Doors, windows, sheds, enclosures & accessories)
5) International Pool & Spa – International Pool & Spa Centers – (Pool & patio centres)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, Andrea.Beach@nielsen.com.
