Hispanic FSI’s: Diverse 2004

According to the 2004 Marx Promotion Intelligence 2004 FSI Trends report, “Hispanic FSIs showed a wider range of services than general market FSIs. Long distance plans, music club offerings and health care plans appeared, signaling marketers' willingness to use FSIs as pure advertising platforms.”

The report adds that “the discovery of circulation irregularities at some of the nation's major Hispanic newspapers contributed to volatility. While these events may have negatively impacted the image of newspaper-delivered promotions, major manufacturers continued to utilize FSIs to create awareness and drive usage. Circulation numbers for co-op FSIs from the major distributors increased significantly in areas of major Hispanic population concentration.”

CPGs (consumer packaged goods companies) dominated the top 10 companies in terms of Hispanic FSI ad activity, with the exception of For Your Entertainment and DirecTV, which got into Hispanic FSIs for the first time last year. The Personal Care segment had the most Hispanic FSI ad activity (see box below), followed by Household Products and Health Care. Interestingly, P&G slipped from first to seventh place among the manufacturers with the highest activity.

CPG's lead…

Parent

Rank 2004

Rank 2003

Colgate-Palmolive

1

2

General Mills

2

3

Johnson & Johnson

3

5

Georgia-Pacific

4

N/R

Other

5

6

L'Oreal USA

6

12

Procter & Gamble

7

1

For Your Entertainment

8

N/R

Direct Satellite TV

9

N/R

Kellogg

10

10

Note: Top 10 CPG Manufacturers

Ranked by Hispanic FSI Ad Activity in 2004

Source: Marx Promotion Intelligence/TNS Media Intelligence

…and so does Personal Care

Area

Rank ‘04

Rank ‘03

Personal Care

1

1

Household Products

2

2

Health Care

3

3

Non-Packaged Goods

4

5

Dry Grocery

5

4

Refrigerated Foods

6

7

Cereals

7

9

Frozen Products

8

8

Shelf Stable Beverages

9

6

Other Packaged Goods

10

10


Note:
Hispanic FSI Ad Activity by Product Type

2003 vs. 2004

Source: Marx Promotion Intelligence/TNS Media Intelligence


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