In this article we examined advertising for Father’s Day in the Barbados, Grenada, Guyana and Trinidad & Tobago markets. We saw some interesting trends and patterns in the data which we use to extrapolate some fun conclusions about Dads, and how they were treated this year.
First, the facts, the data showed that 22 Industries across four markets ran Father’s Day advertising campaigns designed to influence you to get Dad something special this year. Retail Stores, not surprisingly, was the leading Industry with 56% of the recorded activity. What was surprising of the 22 Industries, only Retail Stores and Entertainment appeared in our analysis of all four markets.
Comparing advertising spend across markets can be challenging as you are dealing with different sized markets and different currencies. Instead of looking at total spend we decided to examine cost per capita within the data. We found that Grenada had the lowest spend per capita. Trinidad & Tobago had the highest spend per capita. Barbados and Grenada the countries with the two strongest currencies, of our 4 examined markets, had the lowest per capita spends by a factor of approximately 3.
Interesting stats that could point to depressed markets in both of these smaller countries. Barbados is going through a very challenging economic period at the moment and Grenada is just coming out of an IMF engagement. This is a trend that comes through in most of the data analysis this year. Trinidad and Guyana have the more robust and diverse Father’s Day campaigns.
Trinidad and Tobago Dads got the most diverse gifts.
The Retail Stores industry was consistently number one across all four markets making up 39% of the activity in Barbados, 34% in Grenada, 45% in Guyana and 60% in Trinidad & Tobago. The Retail Stores Industry data was made up of advertising across 18 categories of stores rolled up into a single representative total.
As you can see from the varying complexity of the charted data, Trinidad & Tobago had the most robust activity. Trinidad & Tobago's Retail Stores industry total was made up by 13 different categories of stores. Next by order of complexity was Guyana with 8 then Barbados with 6 and finally Grenada with only 4 categories. Based on this data point we have deduced that Trini Dads got a wider variety of gifts this year, that is strictly based on the categories of stores that were advertising.
Grenada and Barbados Dads are not that Handy
How can we say this? Well just look at the Categories data again. We saw advertising across 45 different categories of brands in the data. And within those categories, only two were represented in all 4 markets- Shopping Centres / Malls and Hardware / Home Improvement.
In Hardware / Home Improvement Trinidad and Guyana markets were dominant with 79% of the advertising activity.
If we assume that the advertising market is a reflection of consumer demand, the data would seem to be pointing to a lot of Handy Dads in Trinidad and Guyana. Bit of a stretch, we acknowledge that there are definitely Do It Yourself Dads in Barbados and Grenada, but if you purely look at the advertising activity? Now if we examine the data, market by market instead of collectively, looking at performance as a whole, the data is not so conclusive. Looking at what percentage Hardware / Home Improvement category made up in each markets activity we find:
Barbados’ Hardware / Home Improvement category was actually higher as a percentage of it’s market total than Guyana’s.
Now remember, as we said at the beginning, we were just having a little fun with our conclusions to spice up the data analysis for Father’s Day. We hope that all Dads had a wonderful day spending time with their families, which is a much more important gift than any gift from the store. The Team at Media InSite would like to send out a belated Happy Father’s Day - especially to our own Dads.
If you would like to get more information on the advertising trends in your industry and market Media InSite is there to give you a much more complete and useable picture of your advertising landscape than ever before. With our services and reports, you get an independent assessment of your entire market, and we can show you exactly how your advertising, and your competitors’ advertising, actually ran. Media InSite is an independent, Port of Spain-based advertising data service specializing in competitor intelligence and ad placement auditing for brand managers, ad agencies, and media houses. Operating since 2011, the company records and indexes advertising content in Barbados, Grenada, Guyana, Jamaica and Trinidad & Tobago.
Statistics in this report are based on information from our proprietary digital system that logs all instances of pre-recorded spot advertising on monitored radio, TV, and cable channels along with staff-indexed newspaper display advertising content.
Contact: Alicia Mahabir
Sales and Marketing Executive
Media InSite Ltd.