Dailies are the medium of choice for outdoor-living marketers
Advertisers in this category let consumers begin their shopping for summer essentials in dailies and over the past four years have doled out anywhere from 59.7% to a high of nearly 75% of their budgets to the medium. TV holds a distant second place in this category. Total media spending in the category rose significantly between 2003 and 2004, but eroded slightly in 2005.
Annual National Advertising Spend – Q3 – Outdoor living
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
|---|---|---|---|---|
| Awnings & canopies | $49,221 | 68,370 | 132,471 | 110,729 |
| Cement, concrete, brick & stone | $243,175 | 395,779 | 304,526 | 191,943 |
| Dept. stores garden & patio | $41,546 | 47,904 | 509,606 | 326,327 |
| Doors, windows, glass, enclosures, greenhouses, garden bldg. | $1,702,130 | 2,029,309 | 3,054,473 | 3,361,664 |
| Furniture, furnishings, appliance stores & image | $94,995 | 175,508 | 89,235 | 88,674 |
| Furniture: garden & patio | $40,541 | 59,017 | 8,746 | 86,561 |
| Pool & patio centres | $1,346,317 | 1,778,993 | 3,264,599 | 2,504,136 |
| Swimming pools, pool heaters, filters, chemicals | $58,967 | 238,212 | 393,844 | 418,754 |
| Wood, hardwood flooring, wooden stairs (decks) | $73,265 | 45,662 | 17,743 | 86,887 |
| Total | $3,650,157 | 4,838,754 | 7,775,243 | 7,175,675 |
National Q3 Total Spend by Medium
2002
| Dailies | $2,178,001 | (59.7%) |
| Magazines: | $478,399 | (13.1%) |
| Out of Home: | $46,081 | (1.3%) |
| Radio: | $75,739 | (2.1%) |
| Total TV: | $871,937 | (23.9%) |
2003
| Dailies | $3,448,033 | (71.3%) |
| Magazines: | $326,656 | (6.8%) |
| Out of Home: | $42,870 | (0.9%) |
| Radio: | $140,325 | (2.9%) |
| Total TV: | $880,870 | (18.2%) |
2004
| Dailies | $5,421,927 | (69.7%) |
| Magazines: | $563,914 | (7.3%) |
| Out of Home: | $295,163 | (3.8%) |
| Radio: | $265,673 | (3.4%) |
| Total TV: | $1,228,566 | (15.8%) |
2005
| Dailies | $5,340,541 | (74.4%) |
| Magazines: | $354,328 | (4.9%) |
| Out of Home: | $141,424 | (2.0%) |
| Radio: | $282,977 | (3.9%) |
| Total TV: | $1,056,405 | (14.7%) |
National Q3 2005 – Top 5 Spenders, Outdoor living
1) Solarium de Paris Solariums – Solarium de Paris – (Doors, windows, sheds, enclosures)
2) Polar Spa Stores – Polar Spa – (Pool & patio centres)
3) International Pool & Spa Centers – International Pool & Spa – (Pool & patio centres)
4) Canada Spas Depot Stores – Canada Spas Depot – (Pool & patio centres)
5) Pella Windows & Doors – Pella Corp. – (Doors, windows, sheds, enclosures)
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.
