Dailies have travel spend all wrapped up
Daily newspapers overwhelming control this category with ad spending totaling 61.1% to 64.1% over the past four years. TV is a distant second with a high of 22.4% of the pie in 2004 and its four-year low of 20.2% coming last year.
Annual National Advertising Spend – Q1 – Spring travel (planning, booking, and associated items)
| Q1 2002 | Q1 2003 | Q1 2004 | Q1 2005 | |
| Bookstores & stationery stores | $1,728 | — | — | — |
| Dept. stores luggage & leathergoods | $ — | 16,404 | 2,792 | 14,127 |
| Government travel bureaus | $11,100,878 | 9,216,472 | 14,724,132 | 10,792,766 |
| Hotel chains | $11,129,542 | 9,298,379 | 10,958,540 | 8,526,165 |
| Informational sites/ search engines/ portals | $43,749 | 34,071 | 33,502 | 16,104 |
| Insurance: travel | $177,331 | 169,560 | 377,536 | 421,743 |
| Luggage, leathergoods, umbrellas | $200,872 | 45,698 | 118,519 | 524,140 |
| Magazines, newsletters | $8,254 | 13,898 | 13,820 | 37,336 |
| Tours, cruises, yacht charters | $9,945,091 | 12,201,138 | 9,486,489 | 11,430,845 |
| Travel agents, associations | $14,980,898 | 19,644,936 | 21,779,991 | 25,416,277 |
| Travellers cheques, foreign exchange, gift bonds | $366,685 | 852,661 | 355,304 | 441,066 |
| Total | $47,955,028 | $51,493,217 | $57,850,625 | $57,620,569 |
National Q1 Total Spend by Medium
2002
| Dailies | $29,292,688 | (61.1%) |
| Magazines: | $4,316,002 | (9.0%) |
| Out of Home: | $2,026,107 | (4.2%) |
| Radio: | $1,797,723 | (3.7%) |
| Total TV: | $10,522,508 | (21.9%) |
2003
| Dailies | $32,986,973 | (64.1%) |
| Magazines: | $3,685,108 | (7.2%) |
| Out of Home: | $2,163,167 | (4.2%) |
| Radio: | $2,046,115 | (4.0%) |
| Total TV: | $10,611,854 | (20.6%) |
2004
| Dailies | $35,598,886 | (61.5%) |
| Magazines: | $3,905,990 | (6.8%) |
| Out of Home: | $1,448,635 | (2.5%) |
| Radio: | $3,932,047 | (6.8%) |
| Total TV: | $12,965,067 | (22.4%) |
2005
| Dailies | $36,364,461 | (63.1%) |
| Magazines: | $3,534,967 | (6.1%) |
| Out of Home: | $2,496,896 | (4.3%) |
| Radio: | $3,607,202 | (6.3%) |
| Total TV: | $11,617,043 | (20.2%) |
National Q1 2005 – Top 5 Spenders, Spring travel
1) Expedia Inc. – Expedia.com online travel agency (Travel agents, associations)
2) Newfoundland Government – Newfoundland & Labrador Tourist Office (Government travel bureaus)
3) First Choice Canada – Selloff Travel Service (Travel agents, associations)
4) Ontario Government – Tourism Ontario (Government travel bureaus)
5) Flight Centre Limited – Flight Centre Travel Agency (Travel agents, associations)
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.
