Dailies enjoy ad bump during summer event season
Dailies have consistently grabbed more than half of summer sports, events and entertainment spending over the past four years ranging from a high of 65.5% in 2001 to 59.6% last year. Television is in a distant second place with slight gains each year from 2001 to 2004 moving up from 24.1% to 26.9%. The summer roster of entertainment is quite varied but popular year-round choices such as theatre and movie theatres are still the biggest spenders.
Annual National Advertising Spend – Q3 – Sports/Events/Entertainment
| Q3 2001 | Q3 2002 | Q3 2003 | Q3 2004 | |
| Art galleries | $391,846 | 142,514 | 128,302 | 202,936 |
| Carnivals, festivals, exhibitions, fairs, enviro & Farm shows | $3,295,949 | 2,952,948 | 4,296,605 | 4,316,695 |
| Circuses | $106,269 | 214,698 | 84,041 | 105,731 |
| Home/craft/hobby/lifestyle shows | $886,662 | 287,459 | 404,701 | 551,858 |
| Movie theatre chains | $15,374,885 | 9,751,238 | 8,730,801 | 6,346,003 |
| Sporting events & groups, sports tracks | $12,924,424 | 12,311,648 | 11,463,236 | 11,108,613 |
| Sportsmen.sport/ auto/ travel/ air shows | $240,956 | 68,187 | 93,988 | 86,380 |
| Theatres, arenas, stadiums,performers, ticket agencies | $16,903,264 | 17,139,823 | 19,892,202 | 20,870,472 |
| Video arcades, billiard halls | $82,754 | 56,777 | 62,520 | 59,504 |
| Zoos & aquariums | $968,588 | 528,067 | 952,114 | 1,901,747 |
| Total | $51,175,597 | $43,453,359 | $46,108,510 | $45,549,939 |
National Q3 Total Spend by Medium
2001
| Dailies | $33,522,406 | (65.5%) |
| Magazines: | $637,802 | (1.2%) |
| Out of Home: | $2,104,628 | (4.1%) |
| Radio: | $2,587,388 | (5.1%) |
| Total TV: | $12,323,373 | (24.1%) |
2002
| Dailies | $27,103,716 | (62.4%) |
| Magazines: | $878,202 | (2.0%) |
| Out of Home: | $2,303,079 | (5.3%) |
| Radio: | $2,034,675 | (4.7%) |
| Total TV: | $11,133,687 | (25.6%) |
2003
| Dailies | $28,824,951 | (62.5%) |
| Magazines: | $717,474 | (1.6%) |
| Out of Home: | $2,443,805 | (5.3%) |
| Radio: | $2,022,320 | (4.4%) |
| Total TV: | $12,099,960 | (26.2%) |
2004
| Dailies | $27,151,778 | (59.6%) |
| Magazines: | $998,673 | (2.2%) |
| Out of Home: | $2,178,588 | (4.8%) |
| Radio: | $2,967,653 | (6.5%) |
| Total TV: | $12,253,247 | (26.95%) |
National Q3 2004 – Top 5 Spenders, Sports/Events/Entertainment
1) Miscellaneous permances in theatres, clubs, etc. (Theatres, arenas, stadiums, performers, ticket agencies)
2) Loews Cineplex Entertainment Corp. (Movie theatre chains)
3) National Amusements Inc. (Movie theatre chains)
4) AMC Theatres (Movie theatre chains)
5) City of Metropolitan Toronto (Zoos & aquariums)
This 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.
