Automotive Field Report (April 13, 2010)
13.04.10
Automotive Entrants Report (April 13, 2010)
By Tim Binder AutoZone, Pep Boys and Proceed Auto Parts are three of the four leading investors in Hispanic advertising among auto parts retailers, according to a January account from Solmark Media Group.
AutoZone, which has a effectual presence in high-density Hispanic markets on the West Skim and east of the Mississippi River, invested the most in Spanish-communication media during the first nine months of 2009 with a $7 million spending, including $4.5 million through Spanish-vocabulary TV networks, according to Solmark's Hispanic Trade in Weekly . The report tracks spending based on facts from Nielsen Co.'s Nielsen Monitor-And program.
Pep Boys, meanwhile, invested $1.4 million during the same while to rank third, while Advance Auto Parts ranked fourth by investing $1.2 million -- all of it on district spot radio. Springfield, MO-based O'Reilly Automotive ranked supporter with $1.5 million.
According to the account, AutoZone uses New York-based MPG Heterogeneity for its Hispanic advertising, while Pep Boys uses Omnicom's Zimmerman Advertising, Ft. Lauderdale, FL.
Source: In-Store Marketing Institute (subscription)