Ad-Tracking: Home Improvement Retail Category Bustling

National ROP advertising of home improvement retailers in Hispanic newspapers increased significantly during the first three quarters of 2007. According to Portada Ad-Tracking, ROP Advertising increased from $3 million (January 1 to September 17, 2006) to $12 million (January 1 to September 17, 2007).

The leap is in large part due to a large increase in ROP Advertising by Rooms To Go, Sleepy’s, Lowe’s and City Furniture.

For Free-Standing Inserts, or preprints, there were no substantial changes versus the same period from a year ago. While Lowe’s, Rooms to Go and Ikea increased their FSI advertising, there was a substantial decrease by Home Depot, until recently the category leader. Even though Home Depot’s FSI allocation decreased by more than 50%, the Atlanta based company still leads the category’s FSI ranking. (See rankings below).

In 2006, Home Depot substantially stepped up its Hispanic print (both ROP and FSI) investment versus 2005.

Home Improvement Retailers Home Depot, Lowes, and Ashley Furnitures were among the top 15 National FSI Advertisers in Hispanic newspapers during the firt half of 2007.

ROOMS TO GO LEADS IN ROP…

Jan 1 - Sept. 17, 2007

ROP Ranking

 

 

1 ROOMS TO GO

2.SLEEPY`S

3. LOWE`S

4.CITY FURNITURE

5. ASHLEY FURNITURE

6.HOME DEPOT

7. BERRIOS

8. NORTHERN

9. ANNA`S LINENS

10. IKEA

 

11. ROOM STORE

12. LEVITZ

13. FLOOR & DECOR

14. BADCOCK & MORE

15. P.C. RICHARD & SON

Source: Portada Ad-Tracking

HOME DEPOT CONTINUES TO BE THE FSI LEADER…. 

1. HOME DEPOT

2. LOWE`S

3. ROOMS TO GO

4. IKEA

5. ASHLEY FURNITURE

6. CITY FURNITURE

7 BADCOCK & MORE

8. ANNA`S LINENS

 

SLEEPY`S

P.C. RICHARD & SON

Source: Portada Ad-Tracking

 
BUT STRONG GROWTH IN ROOMS TO GO, LOWE’S AND SLEEPY’S ROP MAKES THEM CATEGORY LEADERS.

Total: ROP and FSI

Jan 1 - Sept. 17, 2007

 

1. ROOMS TO GO

2. LOWE`S

3. SLEEPY`S

4. HOME DEPOT

5. CITY FURNITURE

6. ASHLEY FURNITURE

7. IKEA

8. BERRIOS

9. NORTHERN

10. ANNA`S LINENS

11. ROOM STORE

12. BADCOCK & MORE

13. LEVITZ

14, FLOOR & DECOR

15. P.C. RICHARD & SON

Source: Portada Ad-Tracking

Note: For more detailed information, absolute dollar figures, and year on year growth contact Sales & Marketing Director Annette Fielman at (516) 396-0179 or e-mail annette@portada-online.com.


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