Furnishings are at home with TV and dailies
Spending shifted slightly in this category over a four-year period, moving from dailies to TV being the dominant medium. Magazines have maintained third place but lost some of its share of spending to TV. Marketers of bedding and mattresses were the biggest spenders in this category in both 2005 and 2004.
Annual National Advertising Spend – Q1 – Home furnishings
| Q1 2002 | Q1 2003 | Q1 2004 | Q1 2005 | |
| Baby accessories & furnishings | $31,158 | 371,832 | 136,247 | 115,826 |
| Floor coverings | $168,829 | 238,068 | 230,217 | 58,748 |
| Furniture; mattresses; Mirrors; casters | $2,359,603 | 2,578,595 | 2,344,260 | 2,397,807 |
| Home furnishings & accessories | $97,470 | 39,649 | 69,312 | 145,433 |
| Lamps; lights; ceiling fans | $28,878 | 26,896 | 14,974 | 26,408 |
| Window coverings; drapery hardware & accessories | $102,835 | 45,749 | 67,774 | 112,448 |
| Total | $2,788,773 | $3,300,789 | $2,862,784 | $2,856,670 |
National Q1 Total Spend by Medium
2002
| Dailies | $1,114,741 | (40.0%) |
| Magazines: | $667,620 | (23.9%) |
| Out of Home: | $29,142 | (1.0%) |
| Radio: | $43,862 | (1.6%) |
| Total TV: | $933,408 | (33.5%) |
2003
| Dailies | $987,755 | (29.9%) |
| Magazines: | $990,102 | (30.0%) |
| Out of Home: | $4,500 | (0.1%) |
| Radio: | $75,600 | (2.3%) |
| Total TV: | $1,242,832 | (37.7%) |
2004
| Dailies | $997,754 | (34.9%) |
| Magazines: | $553,737 | (19.3%) |
| Out of Home: | $19,174 | (0.7%) |
| Radio: | $72,046 | (2.5%) |
| Total TV: | $1,220,073 | (42.6%) |
2005
| Dailies | $913,098 | (32.0%) |
| Magazines: | $490,272 | (17.2%) |
| Out of Home: | $13,342 | (0.5%) |
| Radio: | $56,251 | (2.0%) |
| Total TV: | $1,383,707 | (48.4%) |
National Q1 2005 – Top 5 Spenders, Valentines Day
1) Ultramatic Sleep Inc. – Ultramatic Furniture (Furniture; mattresses; mirrors; casters)
2) Barrymore Furniture Co. Ltd. – Barrymore Furniture (Furniture; mattresses; mirrors; casters)
3) Sears Canada – Sears O Pedic Mattress (Furniture; mattresses; mirrors; casters)
4) Simmons Company – Simmons Beautyrest mattress (Furniture; mattresses; mirrors; casters)
5) Thane International – Air O Space Inflatable Bed (Furniture; mattresses; mirrors; casters)
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.
