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POSTED: July 12, 2010



MEDIA MONITORS RESEARCH SPOT TEN RESULTS

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SAN FRANCISCO, CALIFORNIA

Fast Food and the City by the Bay

By: Dwight Douglas, VP Marketing
Media Monitors - New York



(White Plains, NY) July 12, 2010 – According to Arbitron, San Francisco, CA is the 4th largest radio market with a population of 6,145,800.

CITY FACTS

  • In 1776, the Spanish established a fort at the Golden Gate and a mission named for Francis of Assisi. The California Gold Rush in 1848 propelled the city into a period of rapid growth.
  • Some of the Bay Area's famous landmarks include the Golden Gate Bridge, cable cars, Chinatown and Alcatraz Prison.
  • The San Francisco 49ers of the National Football League (NFL) is the longest-tenured major professional sports franchise in the city. The 49ers won five Super Bowl titles in the 1980s and 1990s behind Coach Bill Walsh and stars Joe Montana, Steve Young, Ronnie Lott, and Jerry Rice.
  • The other professional sports teams: in baseball, the Giants, the team that moved from New York, Oakland's baseball team, the Athletics, moved from Kansas City and originally from Philadelphia, and the NBA team is the Golden State Warriors and for NHL hockey, San Francisco shares the San Jose Sharks.
  • Some historic colleges are located in the Bay Area: The University of California, San Francisco is part of the University of California system but is solely dedicated to graduate education in health and biomedical sciences. It is ranked among the top-five medical schools in the United States. The University of California, Hastings College of the Law, founded in Civic Center in 1878, is the oldest law school in California and claims more judges on the state bench than any other institution. Founded in 1855, the University of San Francisco, a private Jesuit university located on Lone Mountain, is the oldest institution of higher education in San Francisco and one of the oldest universities established west of the Mississippi River.
  • Some famous people born in San Francisco include, OJ Simpson, Clint Eastwood, Lisa Bonnet, Benjamin Bratt, Danny Glover, Alicia Silverstone, Leslie Mann, and Kirk Hammett.

SAN FRANCISCO SPOT TEN

In the City by the Bay last week, the #1 radio advertiser was GEICO running 1,340 spots. #2 was MATTRESS DISCOUNTERS WEST with 841 spots, while AT&T came in #3 with 827 ads. CHASE was #4 running 826 commercials and THE HOME DEPOT was #5 with 814 spots. SAFELITE AUTOGLASS was #6 with 703 spots, while VERIZON owned #7 with 693 spots. SLEEP TRAIN checked in at #8 airing 672 announcements and SAFEWAY bagged #9 with 586 commercials. HONDA was #10 with 567 spots.

FAST FOOD SPOT TEN

NATIONAL STATISTICS -

MCDONALD'S topped all in this category nationwide with 25,556 spots. SUBWAY was #2 airing 13,978 ads, while TACO BELL rang in at #3 with 11,822 ads. WENDY'S was #4 with 9,215 spots and KFC heated up from #11 to #5 with 4,431 commercials. SONIC was #6 with 4,095 ads, while BURGER KING jumped #12 to #7 with 2,185 spots. DUNKIN DONUTS dropped to #8 with 2,171 ads and ARBY'S was #9 with 1,659 ads. HARDEE'S was #10 with 1,491 spots.

NATIONAL SPOT TEN

NATIONAL STATISTICS -

GEICO climbs back into #1 with 59,661 spots. THE HOME DEPOT pulled back to #2 with 36,148 spots, while SAFELITE AUTOGLASS was #3 with 35,380 ads. MCDONALD'S flipped into #4 with 25,556 spots and the HD DIGITAL RADIO ALLIANCE was #5, up from #6, with 23,451 spots.

Posted: July 12, 2010

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SPOT TRENDS
Last Twelve Months

Netflix (NASDAQ: NFLX) is a service offering online flat rate DVD and Blu-ray Disc rental-by-mail and video streaming. The company was established in 1997 in California by Reed Hastings and Marc Randolph. They are headquartered in Los Gatos, California. In 1999, Group Arnault invested $30 million in the firm as they morphed into a full subscription service and halted their sales of DVDs.

In 2000, revenue sharing deals are signed with Warner Brothers and Columbia film studios. In 2002, they changed their name to Netflix, Inc. and went public.

The company introduced CineMatch, an algorithm to help their customers find movies based on their likes and dislikes.

Recently, The Netflix Prize, an open competition for the best collaborative filtering algorithm to predict user ratings for films, based on previous ratings was launched by Netflix. The competition was open to anyone not connected with Netflix.

In 2009 it was offering a collection of 100,000 titles on DVD and surpassing 10 million subscribers. Netflix claims to be the biggest user of first class mail in the United States.

They had revenues of $1.67 billion with a net income of $115.86 million, which delivered a sales growth rate of 22.4%. They have 1,883 employees.

Netflix ran a total of 73,368 spots on Cable in the last 12 months. The biggest months were January (8,589), July (8,886) and September (8,589) spots/

Netflix is a big believer in Radio, with 65% of their spots run on that media. That brought them a grand total of 305,118 ads in the last 12 months with the biggest push in June (39,400), December (38,122) and November (30,743).

On TV, Netflix ran a 87,348 spots. December was their stand-out month with 10,971 spots.

POSTED: July 12, 2010

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Wendy's vs. Burger King

Wendy's based their position and slogan on "Old Fashioned Hamburgers" and became an international chain of fast food restaurants building from one location in Columbus, Ohio.

Founded by Dave Thomas & John T. Schuessler on November 15, 1969 they opened a 2nd restaurant a year later that featured a drive through window. The first Wendy's franchise was sold in 1972. Wendy's went public in 1976 and that same year they open their 500th store.

Two years later in 1978 the 1,000th Wendy's opened. In 1979, Wendy's celebrated its 10th year in business and also opened its 1,500th restaurant. The new salad bar was also introduced at Wendy's restaurants. In 1981, Wendy's joined the NYSE.

In 1992, the Dave Thomas Foundation for Adoption started and became the main cause at Wendy's. Dave was an orphan, so this was a personal cause he dedicated himself and his company.

In 1993, Dave Thomas earned his GED and in 1994 Wendy's turned 25. In 1997, the 5,000th Wendy's opened. Dave became the face and the spokesperson for Wendy's featured in many humorous TV and Radio commercials. In was in 2002 that Dave Thomas, founder of Wendy's, passed away, presenting not only an emotional lost for the chain, but also a marketing dilemma.

But Wendy's marched on. In 2003, Wendy's started to accept Visa, MasterCard, Discover and American Express to add convince for more customers. In 2004 Wendy's celebrated their 35th anniversary.

In July 2005, new yogurt and granola mixes were added to the menu as a part of their healthier image. In 2008, the company announced a merger with Triarc, the parent company of Arby's. Despite the new ownership, Wendy's remains headquartered in Dublin, Ohio. Wendy's/Arby's Group had revenues of $3.58 billion with net income of $5.06 million. They have 67,500 employees.

Burger King, the number two fast food chain in the world was first established in 1954 in Miami, Florida by James McLamore and David Edgerton. The WHOPPER® sandwich was introduced in 1957 and quickly became one of the best-known sandwiches in the world. According to BurgerKing.com, over 11 million guests visit BURGER KING® restaurants worldwide each day.

Burger King has gone through many image and menu changes since 1957. One of Donald N. Smith's, a former McDonald's executive hired to revamp Burger King, first changes to the menu was the addition of the Burger King specialty sandwich line in 1979, which significantly expanded the breadth of the BK menu with many non-hamburger sandwiches including new chicken and fish offerings. A breakfast menu was also added along with the crossian'wich in 1983.

In 1999, BK revised its logo. The new Burger King logo is a stylized version of the original "bun halves" logo. Today's Burger King slogan is "HAVE IT YOUR WAY," but some of their past slogans have consisted of: "THE FIRE'S READY" (2003 – 2004), "AT BK, YOU GOT IT!"( 2002 - 2003), "The Whopper Says" (2001-2002), "Got The Urge?" (2000), "When You Have It Your Way It Just Tastes Better" (1999), "It Just Tastes Better" (1996) and "Get Your Burger's Worth" (1994) and their attempt at repositioning McDonald's "Eat like a king. Not a clown" that they used in the late 1970s.

Burger King (BKC) had revenues of $2.54 billion with net income of $200.10 million, which earned them a 2009 Sales Growth of 3.4%. They have 41,320 employees.

MEDIA USAGE

Last 12 Months

In the last 12 months, Wendy's ran 238,746 spots against Burger King's 264,706. The biggest month being last April with 27,576 ads.

On Radio, Wendy's ran 475,992 ads in the last 12 months, while Burger King was right with them airing 418,010 spots.

On TV, both fast food outlets were very close again, with Wendy's running 151,201 TV spots against Burger King's 161,261 spots.

 

Posted: July 12, 2010

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