TV gets personal
Magazines are a distant second to TV in the personal care category. Radio has been gaining each year to take over third place from OOH. Fitness, health and diet advertisers dominate spending this category leaving personal appearance products such as cosmetics and hairstyling to round out the list of top five brands.
Annual National Advertising Spend – Q3 – Personal care
| Q3 2002 | Q3 2003 | Q3 2004 | Q3 2005 | |
| Cleansers: face, hand, body | $2,100,103 | 3,286,160 | 2,738,196 | 2,739,650 |
| Cosmetics: store chains | $1,342,701.0 | 1,000,074 | 951,600 | 1,429,240 |
| Cosmetics: image, promo | $1,893,355 | 2,229,898 | 2,373,452 | 3,927,046 |
| Feminine hair removal, body hair bleach, shave products | $650,018 | 1,148,422 | 2,419,774 | 1,773,188 |
| Fitness & health clubs/weight loss | $3,562,351 | 4,025,679 | 4,997,180 | 7,387,344 |
| Hair salons | $187,702 | 240,199 | 382,126 | 963,843 |
| Personal care equipment & appliances | $44,352 | 255,814 | 79,644 | 923 |
| Tanning salons, equipment | $56,562 | 26,404 | 34,759 | 17,081 |
| Total | $9,837,144 | 12,212,650 | 13,976,731 | 18,238,315 |
National Q3 Total Spend by Medium
2002
| Dailies: | $1,629,829 | (16.6%) |
| Magazines: | $2,082,040 | (21.2%) |
| Out of Home: | $923,983 | (9.4%) |
| Radio: | $445,921 | (4.5%) |
| Total TV: | $4,755,371 | (48.3%) |
2003
| Dailies | $1,672,081 | (13.7%) |
| Magazines: | $2,509,625 | (20.5%) |
| Out of Home: | $1,384,025 | (11.3%) |
| Radio: | $771,140 | (6.3%) |
| Total TV: | $5,875,779 | (48.1%) |
2004
| Dailies | $2,650,295 | (19.0%) |
| Magazines: | $1,938,250 | (13.9%) |
| Out of Home: | $788,713 | (5.6%) |
| Radio: | $909,323 | (6.5%) |
| Total TV: | $7,690,150 | (55.0%) |
2005
| Dailies | $ 4,052,979 | (22.2%) |
| Magazines: | $3,637,761 | (19.9%) |
| Out of Home: | $794,480 | (4.4%) |
| Radio: | $1,402,016 | (7.7%) |
| Total TV: | $8,351,079 | (45.8%) |
National Q3 2005 – Top 5 Spenders, Personal care
1) L A Weight Loss Centres. Inc. – L A Weight Loss Centre – (fitness&health clubs, weight loss)
2) Dr. Bernstein Health & Diet Clinics – Dr. Bernstein Health & Diet Clinics – (fitness&health clubs/weight loss)
3) Craig Enterprises Inc. – Jenny Craig Weight Loss Centres – (fitness & health clubs/weight loss)
4) L’Oreal SA – Garnier Skin Naturals Pure Skin Care Products – (cosmetics: image, promo)
5) Regis Corporation – First Choice Haircutters – (hair salons)
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.
