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
|
|
Related Articles:
Big-Box Retailers Still Lag in Retail Advertising Investments
Randy Novak, NSA Media: “We are Witnessing the Mass-Localization of Media and Marketing”
