TV and magazines have good hair days
TV and magazines make the cut in a category that’s all about image, glitz, glamour, and having the right look. Marketers of hair care products and accessories greatly increased their spending between 2001 and 2004 but continued to funnel their budgets almost exclusively into these two visual media.
Annual National Advertising Spend – Q4 – Hair care and accessories
| Q4 2001 | Q4 2002 | Q4 2003 | Q4 2004 | |
| Hair brushes, tapes, ornaments | $12,2904 | — | 73,970 | — |
| Hair care appliances | $64,199 | 98,606 | 228,862 | 100,136 |
| Hair care products available only in salons | $491,439 | 329,365 | 440,173 | 78,262 |
| Hair care products – image | $2,750,417 | 1,962,385 | 1,600,943 | 2,519,713 |
| Hair colouring | $6,393,398 | 6,798,811 | 8,930,107 | 8,748,945 |
| Hair replacement & wigs, scalp treatments | $811,925 | 625,609 | 800,943 | 743,489 |
| Hair shampoo – medicated | $157,397 | 131,466 | 118,382 | 62,826 |
| Hair shampoos & conditioners | $4,769,612 | 6,562,984 | 12,899,921 | 11,337,912 |
| Hair spray | $663,855 | 60,649 | 270,998 | 512,368 |
| Hair styling aids | $492,740 | 1,335,061 | 1,974,511 | 1,955,452 |
| Total | $16,607,272 | $17,904,936 | $27,338,810 | $26,059,103 |
National Q4 Total Spend by Medium
2001
| Dailies | $547,431 | (3.3%) |
| Magazines: | $5,165,194 | (31.1%) |
| Out of Home: | $1,780,209 | (10.7%) |
| Radio: | $37,460 | (0.2%) |
| Total TV: | $9,076,978 | (54.7%) |
2002
| Dailies | $453,221 | (2.5%) |
| Magazines: | $7,061,617 | (39.4%) |
| Out of Home: | $294,741 | (1.6%) |
| Radio: | $75,790 | (0.4%) |
| Total TV: | $10,019,567 | (56.0%) |
2003
| Dailies | $592,590 | (2.2%) |
| Magazines: | $9,684,735 | (35.4%) |
| Out of Home: | $151,311 | (0.6%) |
| Radio: | $88,789 | (0.3%) |
| Total TV: | $16,821,385 | (61.5%) |
2004
| Dailies | $701,012 | (2.7%) |
| Magazines: | $8,951,145 | (34.3%) |
| Out of Home: | $344,457 | (1.3%) |
| Radio: | $153,321 | (0.6%) |
| Total TV: | $15,909,168 | (61.1%) |
National Q4 2004 – Top 5 Spenders, Hair care and accessories
1) Garnier 100% Color – L’Oreal SA (Hair colouring)
2) Smooth & Silky – Procter & Gamble (Hair shampoos & conditioners)
3) Dove Hair Shampoo – Unilever (Hair shampoos & conditioners)
4) Clairol Natural Instincts – Procter & Gamble (Hair colouring)
5) Clairol Herbal Essences – Procter & Gamble (Hair shampoos & conditioners)
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.
