TV flashes the pearly whites
TV is the overwhelming choice for marketers of dental products, putting the bite on 87.2% of the spending last year. This category has grown nicely since 2002 with tooth whitening products exhibiting the most significant increases in spending.
Annual National Advertising Spend – Q1 – Dental Products
| Q1 2002 | Q1 2003 | Q1 2004 | Q1 2005 | ||
| Dental centres & associations | $464,030 | 407,437 | 406,860 | 591,708 | |
| Denture cleansers | $– | 103,698 | 330,968 | 319,102 | |
| Denture liners, adhesives, repair kits,implant teeth | $483,844 | 411,965 | 442,273 | 339,888 | |
| Mouthwashes & breath fresheners | $894,052 | 827,000 | 1,359,579 | 839,935 | |
| Tooth whitening products | $1,028,983 | 2,473,190 | 3,751,545 | 2,505,797 | |
| Toothbrushes, dental floss, oral cleaning appliances | $1,827,025 | 1,237,091 | 2.160,450 | 836,045 | |
| Toothpaste & gel | $3,240,993 | 3,802,447 | 3,876,785 | 4,687,384 | |
| Total | $7,938,927 | $9,262,828 | $12,328,460 | $10,119,859 |
National Q1 Total Spend by Medium
2002
| Dailies | $10,563 | (0.1%) |
| Magazines: | $783,036 | (9.9%) |
| Out of Home: | $63,803 | (0.8%) |
| Radio: | $317,097 | (4.0%) |
| Total TV: | $6,764,428 | (85.2%) |
2003
| Dailies | $5,617 | (0.1%) |
| Magazines: | $977,707 | (10.6%) |
| Out of Home: | $174,700 | (1.9%) |
| Radio: | $77,701 | (0.8%) |
| Total TV: | $8,027,103 | (86.7%) |
2004
| Dailies | $6,037 | (0.0%) |
| Magazines: | $1,737,219 | (14.1%) |
| Out of Home: | $199,640 | (1.6%) |
| Radio: | $7,824 | (0.1%) |
| Total TV: | $10,377,740 | (84.2%) |
2005
| Dailies | $20,356 | (0.2%) |
| Magazines: | $1,211,257 | (12.0%) |
| Out of Home: | $62,312 | (0.6%) |
| Radio: | $5,191 | (0.1%) |
| Total TV: | $8,820,742 | (87.2%) |
National Q1 2005 – Top 5 Spenders, Dental Products
| 1) Procter & Gamble – Crest Whitestrips Premium Tooth Whitener | (Tooth whitening products) | |
| 2) GlaxoSmithKline PLC – Sensodyne F Toothpaste | (Toothpaste & gel) | |
| 3) Procter & Gamble – Oral B Rembrandt Whitening Strips | (Tooth whitening products) | |
| 4) Procter & Gamble – Crest Vivid White Toothpaste | (Toothpaste & gel) | |
| 5) GlaxoSmithKline PLC – Aquafresh Extreme Clean Toothpaste | (Toothpaste & gel) |
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.
