Flash, bang. What a picture! Marketers in this category spread their dollars across TV, magazines, and newspapers primarily, leaving steady supporting roles for OOH and radio. It’s been a photo-finish race between TV and magazines the past four years with magazines coming out on top in 2004 and TV regaining the lead last year.
Annual National Advertising Spend – Q3 – Photography
| Q3 2002 | Q3 2003 | Q3 2004 | Q3 2005 | |
| Cameras: disposable | $– | — | 37,290 | 8,292 |
| Cameras: still | $1,029,574 | 1,225,157 | 1,517,230 | 1,984,391 |
| Cameras: video | $576,342 | 60,571.0 | 293,590 | 140,112 |
| Film development, photofinishing | $2,234,011 | 430,645 | 944,028 | 800,823 |
| Film for photography | $1,006,879 | 544,747 | 192,277 | 8,292 |
| Photographic equipment, projectors/ slides/ movie | $135,426 | 301,310 | 842,012 | 283,113 |
| Photographic portrait studios | $21,783 | 333,583 | 31,656 | 43,775 |
| Total | $5,004,015 | 2,896,013 | 3,858,083 | 3,268,798 |
National Q3 Total Spend by Medium
2002
| Dailies: | $779,879 | (15.6%) |
| Magazines: | $1,423,561 | (28.4%) |
| Out of Home: | $60,805 | (1.2%) |
| Radio: | $965,666 | (19.3%) |
| Total TV: | $1,774,104 | (35.5%) |
2003
| Dailies | $1,002,720 | (34.6%) |
| Magazines: | $711,334 | (24.6%) |
| Out of Home: | $215,677 | (7.4%) |
| Radio: | $143,646 | (5.0%) |
| Total TV: | $822,636 | (28.4%) |
2004
| Dailies | $916,940 | (23.8%) |
| Magazines: | $1,197,413 | (31.0%) |
| Out of Home: | $116,259 | (3.0%) |
| Radio: | $444,736 | (11.5%) |
| Total TV: | $1,182,735 | (30.7%) |
2005
| Dailies | $742,086 | (22.7%) |
| Magazines: | $945,725 | (28.9%) |
| Out of Home: | $215,017 | (6.6%) |
| Radio: | $201,449 | (6.2%) |
| Total TV: | $1,164,521 | (35.6%) |
National Q3 2005 – Top 5 Spenders, Photography
1) Nikon Corporation – Nikon D Series Digital Camera – (cameras: still)
2) Louie Company Ltd. – London Drugs Photo Finishing – (film development, photofinishing)
3) Sony Corporation – Sony Cyber Shot Digital Camera – (cameras: still)
4) Wal-mart Stores Inc. – Wal-mart Photofinishing Department – (film development, photofinishing)
5) Canon Inc. – Canon Canada Image – (photographic equipment, projectors/slides/movie)
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.
