We just got very interesting statistics from EPMG, according to which Best Buy and The Home Depot led the ranking of Hispanic FSI newspaper advertisers, during the second quarter of 2010 (see tables below). For ROP newspaper advertising the leader was DirecTV followed by Macy’s.

Top FSI Advertisers Graph

 
(Click the image to see the full graph)

Total ad spend by the top 10 advertisers in Free Standing Inserts were US$ 7.54 million between April and June 2010.

Top Advertisers
Top 25 ROP AND FSI results for Period 4/1/2010 – 7/1/2010
For Hispanic Market

 

EPMG notes that the figures are only for the newspapers it tracks (see table below). Regarding the relationship of FSI’s and ROP over total Hispanic newspaper advertising, during the second quarter 68.9% of total retail print advertising was spent in FSI and 31.1% in ROP.

 

Top Advertisers
Top 10 FSI results for Period 4/1/2010 – 7/1/2010
For Hispanic Market

 

Report Conclusions

– More retailers place FSI inserts (in the form of coupon or announcement of sale) than ROP.

-With FSI Competitive Reporting, it’s easier to gather more detailed information on retailers who advertised and segment track their advertising.

– Advertisers who place ROP are mainly financial banking, wireless industry advertisers.

(For an article explaining the Hispanic FSI market, click here)

Trevor Hansen, CEO of EPMG, concerning the report, said: “This cutting-edge program analyzes each top publication using our proprietary competitive reporting system, which empowers our clients with valuable knowledge and actionable insights for their Hispanic FSI advertising strategy as well as their competitors”.

Data collection for the program started in February 2010, led by Amy Henderson, account manager for EPMG’s Hispanic division. The program incorporates in-depth information on all inserts, page count, language, advertising direction, and estimated costs for each top publication.

 

Markets and Newspapers Considered for the Statistics

Top Markets
Publication Title
Los Angeles, CA
 
EXCHM
Excelsior
HOYF
Hoy LA – Friday
HOYLF
Hoy LA FDS (Sat.)
LCHM
La Opinion
LPRHM
La Prensa
New York, NY
 
EDNHM
El Diario La Prensa – Weekday
EENHM
El Especial New York-New Jersey
HHNY
Hora Hispana
Miami, FL
 
ENFHM
El Nuevo Herald
ESFF
El Sentinel – Ft. Lauderdale
Houston, TX
 
LVTHM
La Voz de Houston
SNTHM
Semana News
Chicago, IL
 
HOIHM
Hoy – Chicago
HOWHM
HOY Chicago FDS
LRIHM
La Raza
TCIHM
Extra
RPIHM
Reflejos
Dallas-Ft.Worth, TX
 
ADTSM
Al Dia (Wednesday or Saturday)
EHTHM
El Heraldo News
EHDHD
El Hispano News
San Fran, CA
 
MCHM
El Mensajero
FSJC
Fronteras de la Noticia – La Ganga
San Antonio, TX
 
LCST
Conexion
LPS
La Prensa / Sunday Edition
LPSHM
La Prensa / Wed – (La Prensita)
Harlingen, TX
 
EPMHM
El Periodico USA
EERGV
El Extra (McAllen,Brownsville)
EHRGV
El Nuevo Heraldo (Includes La Frontera)
San Diego, CA
 
ELSHM
El Latino
ENCHM
Enlace
Phoenix, AZ
 
LVFAZ
La Voz
PHAHM
Prensa Hispana
Denver, CO
 
LVCHM
La Voz Nueva
VCDC
Viva Colorado
El Paso TX (Las Cruces NM)
 
EPEHM
El Diario El Paso
EPYMT
El Paso y Mas
Albuquerque-Santa Fe, NM
 
EHNHM
El Hispano News
Grand Totals
 

 

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