Commentary
Most FSI Coupons in 2005 First Half Since 1995
- by Jack Loechner , Staff Writer @mp_research, August 31, 2005
According to the recent Marx FSI Trend Report, during the first six months of 2005, more than 136 billion coupons were delivered via Free Standing Inserts (FSIs) in Sunday newspapers, up 2.3 percent from the same period one year ago. That is the largest number of FSI coupons distributed in any half year since 1995.
FSIs saw growth in other key measures:
- Total pages increased 5.9 percent
- Average coupon face values grew 6.7 percent, to $1.09.
- The average offer duration increased to 10.6 weeks.
Mark Nesbitt, Chief Operating Officer at Marx Promotion Intelligence/ TNS Media Intelligence, said "As marketers assess different media, they are finding FSIs provide impression value and reach, while delivering consumer incentive and brand messaging."
The Consumer Packaged Goods (CPG) sector remains the largest user of FSI pages and posted a 3.4 percent increase in page activity through the first half of 2005. The Direct Response and Franchise sectors also posted positive growth. Direct Response, which includes general advertising activity, has been increasing in activity steadily for the past three years.
2005 1st Half Results by Sector (vs. 1st Half 2004) | |||
Sector | Pages | % Chg | Share |
CPG | 75,180 | 3.4% | 70.7% |
Direct Response | 22,792 | 13.5% | 21.4% |
Franchise | 8,389 | 9.6% | 7.9% |
Total | 106,361 | 5.9% | 100.0% |
Source: The Marx FSI Trend Report, 2005 | |||
In the first half of 2005, coupons for Non-Food items increased 11.8 percent. Two segments saw double digit increases in coupons dropped versus the same period in 2004: Personal Care, up 15.7 percent, and Health Care, which increased 11.8 percent. Conversely, Food item coupons declined 7.9 percent., while average face values of coupons rose in both the Non-Food and Food segments.
CPG Non Food vs. Food 2005 1st half Results (vs. 1st half 2004) | |||||
| Coupon Distribution | % Chg | Face Value | $ Chg | % $ Chg |
Total Packaged Goods | 136,168 | 2.3% | $1.09 | $0.07 | 6.9% |
Non-Food | 76,728 | 11.8% | $1.31 | $0.05 | 4.0% |
Food | 59,903 | -7.9% | $0.80 | $0.04 | 5.3% |
Source: The Marx FSI Trend Report, 2005 | |||||
Top 10 FSI Coupon Categories and MM) Coupons dropped in 1st Half 2005 vs. 1st Half 2004 | ||||
Rank | Category | 2005 | 2004 | % Chg |
1 | Household Cleaning Products | 7,032 | 6,112 | 15.0% |
2 | Pet Food & Treats | 5,581 | 5,521 | 1.1% |
3 | Combination/Personal | 5,201 | 4,630 | 12.3% |
4 | Snacks | 4,586 | 4,342 | 5.6% |
5 | Vitamins | 4,282 | 3,035 | 41.1% |
6 | Rug/Room Deodorizer | 4,002 | 3,252 | 23.1% |
7 | Prepared Food/Frozen | 3,480 | 3,526 | -1.3% |
8 | Diet Aids | 3,382 | 2,901 | 16.6% |
9 | Hair Care | 3,376 | 3,594 | -6.1% |
10 | Desserts/Frozen | 3,343 | 3,268 | 2.3% |
Source: The Marx FSI Trend Report, 2005 | ||||
For more data, please visit here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.