Dailies are the category’s communications choice
Telecommunications is big business and although daily newspapers and TV get the largest pieces, all media get a healthy chunk of the spending. Total spending in the category increased significantly between 2001 and 2004 while the percentage allotted to each medium stayed fairly constant.
Annual National Advertising Spend – Q4 – Telecommunications
| Q4 2001 | Q4 2002 | Q4 2003 | Q4 2004 | |
| Answering systems, voice messaging, intercom | $271,554 | — | — | 272 |
| Cellular & mobile phones/hardware | $1,446,592 | 1,069,429 | 1,454,225 | 4,366,493 |
| Cellular carriers & services | $37,233,692 | 37,611,745 | 50,052,431 | 58,329,691 |
| Cellular dealers & distributors, communications & telecom equipment & services | $12,097,358 | 10,388,491 | 12,699,079 | 10,333.215 |
| Pagers & paging services | $297,454 | 321,667 | 24,456 | 32,786 |
| Radios: mobile | $61,475 | 9,482 | 3,971 | 2,558 |
| Telcos & telephone information services | $5.503,275 | 3,685,187 | 4,833,945 | 4,175,724 |
| Telco bundling services | $661,847 | 96,160 | 3,886,002 | 1,374,579 |
| Telco image | $2,206,787 | 3,253,835 | 2,991,237 | 5,906,977 |
| Telephone services not operated by phone companies | $883,533 | 1,513,226 | 456,921 | 1,645,291 |
| Telephones: home & business | $343,986 | 320,941 | 538,430 | 53,666 |
| Total | $63,868,777 | $59,675,009 | $78,703,466 | $89,161,719 |
National Q4 Total Spend by Medium
2001
| Dailies | $32,718,144 | (51.2%) |
| Magazines: | $2,470,073 | (3.9%) |
| Out of Home: | $9,072,792 | (14.2%) |
| Radio: | $3,828,426 | (6.0%) |
| Total TV: | $15,779,342 | (24.7%) |
2002
| Dailies | $25,525,760 | (42.8%) |
| Magazines: | $1,542,246 | (2.6%) |
| Out of Home: | $7,644,360 | (12.8%) |
| Radio: | $3,712,299 | (6.2%) |
| Total TV: | $21,250,344 | (35.6%) |
2003
| Dailies | $33,479,719 | (42.5%) |
| Magazines: | $3,574,997 | (4.5%) |
| Out of Home: | $10,601,032 | (13.5%) |
| Radio: | $4,854,312 | (6.2%) |
| Total TV: | $26,193,406 | (33.3%) |
2004
| Dailies | $39,323,677 | (44.1%) |
| Magazines: | $3,094,201 | (3.5%) |
| Out of Home: | $11,274,430 | (12.6%) |
| Radio: | $5,965,726 | (6.7%) |
| Total TV: | $29,503,685 | (33.1%) |
National Q4 2004 – Top 5 Spenders, Telecommunications
1) Telus Mobility – Telus Corporation (Cellular carriers & services)
2) Bell Mobility – BCE Corporation (Cellular carriers & services)
3) Rogers Wireless – Rogers Communications (Cellular carriers & services)
4) Fido City, Fido Home & Mobile – Rogers Communications (Cellular carriers & services)
5) Bell Canada Image – BCE Corporation (Telephone companies/image)
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.
