Dailies get the job done for career search and training advertisers
Overall spending in this category increased significantly last year. Daily newspapers have always dominated but in 2005 the medium reached a four-year high with 72.5% of the budgets while the share to magazines, OOH, radio and TV declined. The drop in TV spending was most noticeable with a tally of 12.7% compared to 21.4% the previous year.
Annual National Advertising Spend – Q3 – Career search and training
| Q3 2002 | Q3 2003 | Q3 2004 | Q3 2005 | |
| Business equipment/trade/financial shows | $19,778 | 116,895 | 36,790 | 31,144 |
| Financial & business related associations | $- – | — | 2,211 | — |
| Informational sites/search engines/portals | $- – | – – | 10,025 | 21,345 |
| Personnel & staff training programs | $3,191,528 | 2,105,632 | 3,118,911 | 4,579,274 |
| Schools, correspondence courses, seminars | $1,461,525 | 1,238,024 | 1,038,054 | 1,748,451 |
| Total | $4,672,831 | $3,462,762 | $4,203,780 | $6,380,214 |
National Q3 Total Spend by Medium
2002
| Dailies | $3,205,108 | (68.6%) |
| Magazines: | $141,104 | (3.0%) |
| Out of Home: | $429,142 | (9.2%) |
| Radio: | $159,319 | (3.4%) |
| Total TV: | $738,158 | (15.8%) |
2003
| Dailies | $1,810,545 | (52.3%) |
| Magazines: | $175,045 | (5.1%) |
| Out of Home: | $536,251 | (15.5%) |
| Radio: | $259,252 | (7.5%) |
| Total TV: | $681,669 | (19.7%) |
2004
| Dailies | $2,131,159 | (50.7%) |
| Magazines: | $309,363 | (7.4%) |
| Out of Home: | $438,071 | (10.4%) |
| Radio: | $426,920 | (10.2%) |
| Total TV: | $898,267 | (21.4%) |
2005
| Dailies | $4,624,653 | (72.5%) |
| Magazines: | $212,232 | (3.3%) |
| Out of Home: | $391,865 | (6.1%) |
| Radio: | $338,703 | (5.3%) |
| Total TV: | $812,761 | (12.7%) |
National Q3 2005 – Top 5 Spenders, Career search and training
1) Workopolis.com – Workopolis.com online job find services – (personnel & staff training programs)
2) Ray & Berndtson – Ray & Berndtson Recruiting Agency – (personnel & staff training programs)
3) CanWest Global Communications Corp. – Working.Canada.com career website – (personnel & staff training programs)
4) Career Education Corp. – International Academy of Design & Technology – (schools, correspondence courses, seminars)
5) ZSA Legal Recruitment – ZSA Legal Recruitment Agency – (personnel & staff training programs)
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.
