Petroleum spending fuels radio vs. TV horserace
The past four years have been a real horserace in this category with radio trouncing TV for the bulk of Petroleum bucks in 2003 and ’04. Last year TV took a commanding lead, leaving radio in its dust. It’s anybody’s guess what the standings will be in this category at the end of 2006.
Annual National Advertising Spend – Q2 – Petroleum
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
| Automotive fuel | $1,711,865 | 2,736,473 | 744,800 | 2,820,829 |
| Oil Co. dealer appointment | $– | — | 3,967 | 196 |
| Oil Co. dealer service/retailer | $17,306 | 10,830 | 37,876 | 42,834 |
| Oil Co. image | $831,066 | 649,191 | 636,484 | 3,503,252 |
| Oil Co. promotion | $528,422 | 725,396 | 1,511,339 | 648,968 |
| Oil Co. service | $536,853 | 487,272 | 479,114 | 168,354 |
| Oil, grease, lubricants, additives | $2,816,627 | 2,192,356 | 2,263,122 | 2,137,493 |
| Total | $6,442,139 | 6,801,518 | 5,676,702 | 9,321,926 |
National Q2 Total Spend by Medium
2002
| Dailies | $519,346 | (8.1%) |
| Magazines: | $116,736 | (1.8%) |
| Out of Home: | $531,204 | (8.2%) |
| Radio: | $2,186,245 | (33.9%) |
| Total TV: | $3,088,608 | (47.9%) |
2003
| Dailies | $334,306 | (4.9%) |
| Magazines: | $208,366 | (3.1%) |
| Out of Home: | $596,668 | (8.8%) |
| Radio: | $3,499,381 | (51.4%) |
| Total TV: | $2,162,797 | (31.8%) |
2004
| Dailies | $335,500 | (5.9%) |
| Magazines: | $203,375 | (3.6%) |
| Out of Home: | $243,493 | (4.3%) |
| Radio: | $3,412,306 | (60.1%) |
| Total TV: | $1,482,028 | (26.1%) |
2005
| Dailies | $650,457 | (7.0%) |
| Magazines: | $258,048 | (2.8%) |
| Out of Home: | $225,069 | (2.4%) |
| Radio: | $1,611,704 | (17.3%) |
| Total TV: | $6,576,648 | (70.6%) |
National Q2 2005 – Top 5 Spenders, Petroleum
1) Shell Canada Image – Royal Dutch/Shell Group of Companies – (Oil company image)
2) Shell Gasoline – The Scotts Company – (Automotive fuel)
3) ESSO Imperial Oil Image – Imperial Oil Ltd. – (Oil company image)
4) Ultramar Oil Promotion – Valero Energy Corporation – (Oil company promotion)
5) Quaker State Motor Oil – Pennzoil-Quaker State Company – (Oil, grease, lubricants, additives)
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.
