Despite the dire housing slump, the Home Improvement Subcategory leads retail, the largest advertising category in Hispanic print advertising over apparel and big-box grocery during the first nine and a half months of 2007 (see box below). Overall, national ROP advertising volume was $30.6 million, according to Portada Ad-Tracking. A large amount of retail advertising is placed in pre-print FSI’s making the total substantially higher.
Home Furnishings Leads Despite Housing Slump
HOME FURNISHINGS / IMPROVEMENT
BIG BOX / GROCERIES
Note: Jan 1-Oct. 15, 2007, National ROP Advertising
Source: Portada Ad-Tracking
February 12, 2007: At the 2007 Retail Advertising Conference: Implications for the Hispanic Market