Hearts and flowers are big business for TV and print
The best things in life may be free, but romance does have a price. Television, magazines, and daily newspapers benefit the most from the day of love while there’s lots of potential for OOH and radio to up their love quotient.
Valentines Day remains traditional both in terms of advertising media selection and the categories doing the spending – chocolate, flowers, and lingerie.
Annual National Advertising Spend – Q1 – Valentines Day
| Q1 2001 | Q1 2002 | Q1 2003 | Q1 2004 | ||
| Chocolates, boxed | 453,697 | 1,455,395 | 727,298 | 517,896 | |
| Florists | 99,961 | 172,723 | 101,795 | 82,525 | |
| Greeting cards (invitations /stationery /bows) | 248,226 | 346,220 | 3,689 | 2,508 | |
| Lingerie | 128,512 | 112,917 | 158,635 | 99,707 | |
| Total | $930,396 | $2,087,255 | $991,417 | $702,636 |
National Q1 Total Spend by Medium
2001
| Dailies | $210,436 | (22.6%) |
| Magazines: | $96,942 | (10.4%) |
| Out of Home: | $31,136 | (3.6%) |
| Radio: | $10,980 | (1.2%) |
| Total TV: | $578,902 | (62.2%) |
2002
| Dailies | $156,194 | (7.5%) |
| Magazines: | $233,724 | (11.2%) |
| Out of Home: | $50,979 | (2.4%) |
| Radio: | $45,410 | (2.2%) |
| Total TV: | $1,600,948 | (76.7%) |
2003
| Dailies | $102,323 | (10.3%) |
| Magazines: | $157,111 | (15.8%) |
| Out of Home: | $51,620 | (5.2%) |
| Radio: | $20,475 | (2.1%) |
| Total TV: | $659,888 | (66.6%) |
2004
| Dailies | $75,871 | (10.8%) |
| Magazines: | $115,686 | (16.5%) |
| Out of Home: | $16,665 | (2.4%) |
| Radio: | $13,660 | (1.9%) |
| Total TV: | $480,754 | (68.4%) |
National Q1 2004 – Top 5 Spenders, Valentines Day
1) Lindt & Sprungli AG (chocolates, boxed)
2) Roll International Corporation (florists)
3) Battah International Inc. (lingerie)
4) Importations Burton Inc. (lingerie)
5) Kraft Inc. (chocolates, boxed)
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.
