Colgate-Palmolive Led Hispanic FSI Activity During First Half of 2005

 

While in the general newspaper advertising market FSI advertising accounts for 50% of the overall advertising volume, for the Hispanic market, FSI activity has a share of approximately25% of the overall Hispanic newspaper market.

Hispanic FSI Activity

1st Half 2005 Ranking

Based on Total # of Hispanic FSI Ads

Company

Rank

2005 (1st half)

2004

2003

Colgate-Palmolive Co

1

1

1

L'Oreal SA

2

4

5

General Mills Inc

3

2

2

Johnson & Johnson

4

3

3

Kellogg Co

5

5

4

McIlhenny

6

6

7

ACH Food Companies

7

9

--

Hain Celestial Group

--

--

WKI

8

--

--

Hershey Foods Corp

--

--

GE General Electric Co

--

--

Chattem

9

7

--

Revlon

8

--

Bristol-Myers Squibb Co

9

--

Nestle SA

11

6

ConAgra Foods Inc

10

--

8

Source: Marx Promotion Intelligence/TNS Media Intelligence

General market data

According to the The Marx FSI Trend Report, during the first six months of 2005, more than 136 billion coupons were delivered via Free Standing Inserts (FSIs) in Sunday newspapers, up 2.3 percent from the same period one year ago. That is the largest number of FSI coupons distributed in any half year since 1995, when Marx Promotion Intelligence began tracking the FSI industry.

FSIs saw growth in two other key measures: total pages increased 5.9 percent and average coupon face values grew 6.7 percent, to $1.09. Additionally, the average offer duration, which has trended downward over the past several years, increased to 10.6 weeks. These increases indicate that more manufacturers are using FSIs, and that when they do, they are enticing consumers with increasingly attractive promotions.

Sector Activity
The Consumer Packaged Goods (CPG) sector remains the largest user of FSI pages and posted a 3.4 percent increase in page activity through the first half of 2005. The Direct Response and Franchise sectors also posted positive growth. Direct Response, which includes general advertising activity, has been increasing in activity steadily for the past three years. In the Franchise sector, distributed page increases were driven in part by chain restaurants such as Quizno's, Sweet Tomatoes and Pizza Hut and in part by strong increases from ice cream chains such as Cold Stone Creamery and Baskin-Robbins.

Among the top 10 categories, Household Cleaning Products dropped the most coupons in first half 2005, over 7 billion, and posted an increase of 15.0 percent. Eight of the top 10 categories posted increases, lead by Vitamins, up 41.1 percent, and Rug/Room Deodorizer, up 23.1 percent.

Colgate Palmolive inserted the most FSI ads (Free standing inserts) in Spanish-language newspapers during the first half of 2005, according to data provided by Marx Promotion Intelligence/TNS Media Intelligence (see ranking below). L'Oreal USA held the second position in FSI activity, followed by General Mills and Johnson&Johnson.


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