Dailies and TV neck-and-neck in race for fashion dollars
Except for 2003 when TV grabbed more than twice as many ad dollars as the dailies, the two media have pretty much shared the lead in the apparel category. Magazines have also been strong in this category over the past several years, particularly in 2005 with nearly 24% of the ad spend pie.
Annual National Advertising Spend – Q2 – Apparel
| Q2 2002 | Q2 2003 | Q2 2004 | Q2 2005 | |
| Apparel mfg. & assoc. | $797,477 | 1,780,317 | 656,639 | 967,914 |
| Children’s wear | $32,232 | 45,254 | 92,884 | 152,600 |
| Coats & jackets | $46,819 | 40,594 | 60,751 | 151,170 |
| Department stores clothing departments | $1,689,503 | 6,535,567 | 3,718,752 | 3,041,199 |
| Department stores footwear departments | $150,962 | 103,908 | 59,633 | 54,643 |
| Jeans | $514,171 | 588,531 | 320,434 | 1,163,435 |
| Leisure & loungewear, men & women | $735,166 | 2,945,921 | 835,966 | 1,510,092 |
| Men’s wear | $1,286,059 | 1,530,104 | 1,299,091 | 936,306 |
| Shoe stores | $4,984,916 | 5,380,010 | 5,369,733 | 5,182,935 |
| Total | $10,237,305 | $18,950,206 | $12,413,883 | $13,160,294 |
National Q2 Total Spend by Medium
2002
| Dailies | $3,002,407 | (29.3%) |
| Magazines: | $1,881,287 | (18.4%) |
| Out of Home: | $2,262,480 | (22.1%) |
| Radio: | $143,357 | (1.4%) |
| Total TV: | $2,947,774 | (28.8%) |
2003
| Dailies | $4,110,558 | (21.7%) |
| Magazines: | $2,680,939 | (14.1%) |
| Out of Home: | $2,744,237 | (14.5%) |
| Radio: | $196,479 | (1.0%) |
| Total TV: | $9,217,993 | (48.6%) |
2004
| Dailies | $4,174,198 | (33.6%) |
| Magazines: | $2,155,484 | (17.4%) |
| Out of Home: | $1,355,224 | (10.9%) |
| Radio: | $446,291 | (3.6%) |
| Total TV: | $4,282,686 | (34.5%) |
2005
| Dailies | $4,091,702 | (31.1%) |
| Magazines: | $3,106,004 | (23.6%) |
| Out of Home: | $1,620,816 | (12.3%) |
| Radio: | $379,296 | (2.9%) |
| Total TV: | $3,962,476 | (30.1%) |
National Q2 2005 – Top 5 Spenders, Apparel
1) Payless ShoeSource Inc. – Payless ShoeSource Shoe Stores (Shoe stores)
2) Levi Strauss & Co. – Levi Jeans (Jeans)
3) Wal-Mart Stores Inc. – Wal-Mart Ladies Clothing Dept. (Department stores clothing departments)
4) Aldo Group Inc. – Aldo Shoe Stores (Shoe stores)
5) Sears Canada Inc. – Sears Mens Clothing Dept. (Department stores clothing departments)
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.
