Newspapers are overwhelmingly the media of choice for travel related marketers, netting more than 60% of the dollars spent every year. Television is a distant second but has been steadily increasing its slice of the pie from 19.6% to 25.2% between 2001 and 2004. Radio is in third spot, gaining slightly year over year to a high of 6.7% in 2004.
Annual National Advertising Spend – Q1 – Spring Travel
(planning, booking, and necessary paraphernalia)
| Q1 2001 | Q1 2002 | Q1 2003 | Q1 2004 | ||
| Government travel bureaus | $7,576,040 | 11,100,878 | 9,216,466 | 14,191,559 | |
| Hotel chains | $629,949 | 471,307 | 830,198 | 311,172 | |
| Informational sites / search engines / portals | $40,022 | 43,749 | 34,071 | 33,502 | |
| Insurance: travel | $25,553 | 177,331 | 169,560 | 377,111 | |
| Luggage, leathergoods, handbags, umbrellas | $800 | 0 | 2,918 | 0 | |
| Magazines, periodicals | $0 | 8,254 | 33,603 | 22,437 | |
| Tours, cruises, yacht charters | $1,014,256 | 1,188,320 | 1,442,730 | 958,442 | |
| Travel agents, travel assoc. | $19,587,306 | 15,140,452 | 19,816,279 | 21,928,317 | |
| Travellers cheques, foreign exchange, gift bonds | $616,725 | 366,685 | 852,657 | 355,304 | |
| Total | $29,490,651 | $28,498,704 | $32,398,482 | $38,177,844 |
National Q1 Total Spend by Medium
2001
| Dailies | $21,366,162 | (72.5%) |
| Magazines: | $860,909 | (2.9%) |
| Out of Home: | $481,224 | (1.6%) |
| Radio: | $1,015,936 | (3.4%) |
| Total TV: | $5,766,420 | (19.6%) |
2002
| Dailies | $17,280,771 | (60.6%) |
| Magazines: | $2,186,355 | (7.7%) |
| Out of Home: | $1,180,924 | (4.1%) |
| Radio: | $957,487 | (3.4%) |
| Total TV: | $6,893.167 | (24.2%) |
2003
| Dailies | $20,203,772 | (62.4%) |
| Magazines: | $1,531,226 | (4.7%) |
| Out of Home: | $1,551,562 | (4.8%) |
| Radio: | $1,461,468 | (4.5%) |
| Total TV: | $7,650,454 | (23.6%) |
2003
| Dailies | $23,698,215 | (62.1%) |
| Magazines: | $1,539,723 | (4.0%) |
| Out of Home: | $741,998 | (1.9%) |
| Radio: | $2,565,948 | (6.7%) |
| Total TV: | $9,631,960 | (25.2%) |
National Q1 2004 – Top 5 Spenders, Spring Travel
1) Ontario Government
2) IAC/Inter Active Corp. (Travel agents/associations)
3) Newfoundland Government
4) Itravel2000.com (Travel agents/associations)
5) Sears Canada (Travel agents/associations)
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.
