With winters being what they are in most of the country, Canadians start spending much of their time outdoors as soon as the snow melts. The passion to optimize our short summer season has spawned a steadily growing outdoor living category that more than doubled its media spending between 2001 and 2004. Dailies are the hot medium for the category, growing from 58.0% of the spending in 2001 to capturing 83.5% in 2003 and 80.7% last year. The biggest spenders are in the doors/windows/glass enclosure/greenhouse/garden building businesses.
Annual National Advertising Spend – Q3 – Outdoor living
| Q3 2001 | Q3 2002 | Q3 2003 | Q3 2004 | |
| Awnings & canopies | $15,689 | 49,221 | 68,370 | 132,471 |
| Cement, concrete, brick & stone | $85,232 | 103,636 | 114,371 | 111,952 |
| Doors, windows, glass, enclosures, greenhouses, garden bldg. | $312,708 | 391,148 | 542.283 | 787,399 |
| Furniture: furnishings, appliance stores | $35,516 | 19,448 | 4,484 | — |
| Furniture: garden & patio | $47,548 | 40,541 | 59,017 | 8,746 |
| Pool & patio centres | $142,833 | 261,707 | 349,957 | 402,539 |
| Swimming pools, heaters, filters, chemicals | $77,926 | 58,967 | 238,212 | 393,844 |
| Wood, hardwood flooring, wooden stairs (decks) | $12,450 | — | 2,420 | 4,493 |
| Total | $729,902 | $924,668 | $1,384,114 | $1,841,444 |
National Q3 Total Spend by Medium
2001
| Dailies | $423,632 | (58.0%) |
| Magazines: | $78,930 | (10.8%) |
| Out of Home: | $11,256 | (1.5%) |
| Radio: | $56,932 | (7.8%) |
| Total TV: | $159,152 | (21.8%) |
2002
| Dailies | $656,935 | (71.0%) |
| Magazines: | $123,419 | (13.3%) |
| Out of Home: | $1,350 | (0.1%) |
| Radio: | $47,728 | (5.2%) |
| Total TV: | $95,236 | (10.3%) |
2003
| Dailies | $1,155,861 | (83.5%) |
| Magazines: | $86,215 | (6.2%) |
| Out of Home: | $1,350 | (0.1%) |
| Radio: | $94,544 | (6.8%) |
| Total TV: | $46,144 | (3.3%) |
2004
| Dailies | $1,486,589 | (80.7%) |
| Magazines: | $89,252 | (4.8%) |
| Out of Home: | $1,618 | (0.1%) |
| Radio: | $144,009 | (7.8%) |
| Total TV: | $119,976 | (6.5%) |
National Q3 2004 – Top 5 Spenders, Outdoor living
1) Zytco Solarium Ltd. (Doors, windows, glass, enclosures, greenhouses, garden bldg.)
2) Four Seasons Solar Products Corp. (Doors, windows, glass, enclosures, greenhouses, garden bldg.)
3) Solarium de Paris (Doors, windows, glass, enclosures, greenhouses, garden bldg.)
4) Trevi Pools Inc. (Pool & patio centres)
5) Piscines Val-Morin Inc. (Swimming pools, heaters, filters, chemicals)
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.
