TV has accounted for anywhere from 50% all the way up to almost three-quarters of the ad dollars spent by marketers of pet products last year. Magazines – another key visual medium for showcasing cute photos of Fido and Fluffy – run a distant second, accounting for just under 20% of budgets in 2005.
Annual National Advertising Spend – Q4 – Pets
| Q4 2002 | Q4 2003 | Q4 2004 | Q4 2005 | |
| Cat food, canned | $116,957 | 180,797 | 307,778 | 128,445 |
| Cat food, package | $462,947 | 1,178,500 | 1,732,273 | 1,877,540 |
| Cat treats | $– | 608,113. | 449,069 | 954,387 |
| Dog biscuits & treats | $– | 571,034 | 22,042 | 877,170 |
| Dog food, canned | $– | — | — | 899,840 |
| Dog food, package | $1,942,429 | 2,568,096 | 2,350,752 | 1,736,862 |
| Pet care products | $5,008 | 6,666 | 56,332 | 27,932 |
| Pet food manufacturers, image & promotion | $345,834 | 1,009,567 | 559,843 | 133,730 |
| Pet training & obedience classes | $3,396 | 12,007 | 12,518 | 3,631 |
| Total | $2,876,571 | 6,134,780 | 5,490,607 | 6,639,537 |
National Q4 Total Spend by Medium
2002
| Dailies: | $121,173 | (4.2%) |
| Magazines: | $934,845 | (32.5%) |
| Out of Home: | $1,357 | (0.0%) |
| Radio: | $41,896 | (1.5%) |
| Total TV: | $1,777,300 | (61.8%) |
2003
| Dailies | $31,256 | (0.5%) |
| Magazines: | $2,730,791 | (44.5%) |
| Out of Home: | $0 | (0.0%) |
| Radio: | $308,091 | (5.0%) |
| Total TV: | $3,064,642 | (50.0%) |
2004
| Dailies | $46,239 | (0.8%) |
| Magazines: | $1,130,249 | (20.6%) |
| Out of Home: | $0 | (0.0%) |
| Radio: | $393,641 | (7.2%) |
| Total TV: | $3,920,478 | (71.4%) |
2005
| Dailies | $44,955 | (0.7%) |
| Magazines: | $1,276,283 | (19.2%) |
| Out of Home: | $0 | (0.0%) |
| Radio: | $177,775 | (2.7%) |
| Total TV: | $5,140,524 | (77.4%) |
National Q4 2005 – Top 5 Spenders, Pets
1) Effem Foods – Whiskas Temptations Treats for Cats – (Cat treats)
2) Effem Foods – Cesar Dog Food, Canned – (Dog food, canned)
3) Effem Foods – Pedigree Dentabone Dog Treats – (Dog biscuits & treats)
4) Effem Foods – Whiskas Cat Food Dry – (Cat food, package)
5) Procter & Gamble Company – IAMS Active Maturity Dog Food Dry – (Dog food, package)
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.
All data courtesy of Nielsen Media Research.
