Ad-Tracking: Home Depot ROP and FSI Investment

Home furniture retailer Home Depot significantly stepped up its Hispanic ROP Advertising in 2006. It increased by 51.38% between 2006 and 2005. Newspapers which gained an important part of the advertising increase included El Vocero de Puerto Rico, El Nuevo Herald (Miami), La Opinion (Los Angeles) and El Nuevo Dia (Orlando).


Home Depot invested $2.75 million in FSI (pre-print advertising) during 2006. The company was the second largest advertiser in the Spanish-language FSI market during 2006, after Sears, which invested $3.2 million.

Newspapers with heavy FSI investment included El Sentinel, Mundo LA (Los Angeles and San Fernando edition) and La Prensa in San Fernando. 

For a breakdown of the newspapers and magazines Home Depot advertised in as well as, year-over-year growth comparisons and Q1 2007 data, call Annette Fielman at (516) 396-0179 or e-mail