Weekly Spots



POSTED: August 16, 2010



MEDIA MONITORS RESEARCH SPOT TEN RESULTS

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“I know a pretty little place in Southern California…”

San Diego, Food & Beverage

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



(White Plains, NY) August 16, 2010 – According to Arbitron, San Diego, CA is the 17th largest radio market with a population of 2,578,900.

CITY FACTS

  • Named for the Catholic Saint Didacus, more commonly known as San Diego by the Spanish, who first came to the new world in 1602 and put the name on a map.
  • According to education rankings released by the U.S. Census Bureau, 40.4 percent of San Diegans ages 25 and older hold bachelor's degrees.
  • Public colleges and universities in the city include University of California, San Diego, San Diego State University, California State University San Marcos and the San Diego Community College District, which includes San Diego City College, San Diego Mesa College, and San Diego Miramar College. Private colleges and universities in the city include Alliant International University, Coleman University, Design Institute of San Diego and the Fashion Institute of Design & Merchandising's San Diego campus.
  • San Diego’s professional sports: the NFL team San Diego Chargers and MLB’s San Diego Padres.
  • San Diego has produced some amazing people, including some terrific professional football players: Reggie Bush, Marcus Allen, Lance Allworth, Tony Romo, Junior Seau and Ricky Williams. In baseball, the great Ted Williams was born in San Diego as well as Brad Ausmus, musician Stephen Bishop, who got his guitar crushed by John Belushi in Animal House, singer and TV personality Mark McGrath, singer Tawny Kitaen, Adam Brody, Ted Danson, Cameron Diaz, Heather O’Rourke and snowboarder Shaun White.

SAN DIEGO SPOT TEN

The #1 advertiser on the radio last week in San Diego was CHASE with 1,212 spots. Coming in #2 was DC LABS (Hair Products) with 931 ads, while GEICO jumped from #27 up to #3 with 779 spots. MCDONALD’S was #4 with 679 commercials and VERIZON was #5 airing 640 announcements. U.S.BANK was #6 running 565 spots, while MATTRESS DISCOUNTERS WEST was #7 with 553 ads. BANKRUPTCY LAW CENTER laid claim to #8 and AT&T soared from #20 to #9 with 532 spots. SHARP HEATHCARE was #10 airing 502 spots.

FOOD & BEVERGAGE SPOT TEN

NATIONAL STATISTICS -

In the category of Food and Beverages the #1 advertiser is BUMBLE BEE with 2,584 spots nationwide. DIETZ & WATSON is #2 with 1,046 ads, while BETTY CROCKER was #3 with 553 commercials. BUSH’S BEST was #4 with 400 spots and THE SILVER PALATE was #5 with 270 ads. WRIGHT BRAND (Tyson Foods) was #6 airing 251 announcements, while CERTIFIED ANGUS BEEF was #7 with 250 spots. SOUTH BEACH DIET was #8 with 178 spots, while GOYA was #9 with 150 spots. And coming in #10 was FARMLAND with 147 spots.

NATIONAL SPOT TEN

NATIONAL STATISTICS -

Coming in #1 in the land was GEICO again with 48,988 spots. THE HOME DEPOT was #2 with 29,725 ads, while VERIZON was #3 airing 29,282 spots. MCDONALD’S was #4 with 24,927, with AUTOZONE in at #5 running 24,894 spots.

Posted: August 16, 2010

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0

John Cummuta

This is a rather unusual SPOT TREND this week because we are focusing on a person. John Cummuta operates a significant financial advice program and advertises his concept on Radio - ONLY RADIO.

It all started when John Cummuta wrote a book called TRANSFORMING DEPT INTO WEALTH® and then other books about credit, wealth and debt.

John has experience being a radio station manager including WCFL in Chicago. He was also Operations Manager for the National Religious Broadcasters Association. And with his exclusive use of Radio, it shows he believes in the medium.

His web site states that he has started more than a half dozen successful businesses as an entrepreneur and business advisory. He is a certified Internet Webmaster and has written customer-focused direct marketing books and developed business start-up programs.

Along with his more than seven books, his seminars and a web site, Cummuta also offers a way for a anyone to become a TDIW Professional. These “professionals” are trained and certified to teach John’s Transforming Debt Into Wealth System. On the web site, he claims you can make as much as $1,000 for each seminar you give.

John and his wife Lois live in Southwest Wisconsin with their daughter Stacy Ann and son Adam. They have seven grandsons.

Let’s see how John Cummuta uses radio:

Cummuta is a very consistent advertiser running 353,258 spots on radio in the last 12 months. His biggest month was January with 40,121 spots, which beat out last August’s count at 39,676 ads. The lowest month was June at 19,001 spots.



Exclusive Radio Users’ Club

When we did this report on John Cummuta we wondered what other advertisers where exclusive to radio. Here are 25 clients who only bought radio in the last 12 months:

Radio Only Client

Spot Count Last 12 Months

HD Digital Radio Alliance 1,264,579
RegionalHelpWanted.com 494,808
Shane Co. 375,589
John Cummuta 353,258
Cupid.com 245,295
Prolixus 190,952
Amberen 178,346
Exergen Corporation 156,495
Acai Fresh 128,491
Just Brakes 127,182
Smoke Assassin 121,346
Bonefish Grill 96,886
USAA Bank 87,702
First Check 74,864
Zencore Plus 73,182
NightSkin 71,463
The Mutual Fund Store 69,598
Stamps.com 68,711
Midas Resources 68,464
Audio Exp Mobile-One TX Quality Auto 67,804
Neurostin 63,813
Sona MedSpa 62,443
Fresh & Easy 56,970
SuperCoolCash 56,577
Automobile Coverage Of America 55,395



POSTED: August 16, 2010

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GOLDENWEST DIAMOND vs. STERLING JEWELERS

Goldenwest Diamond Corporation, better known as The Jewelry Exchange®, Jewelry Factory® and Jewelry Source®; is one of the largest direct diamond importers in the U.S.

Bill Doddridge is the President and CEO and started his career in his stepfather's pawnshop. In 1977, after saving enough money, he went out on his own by buying Buena Park Loan & Jewelry, a pawnshop located in the next town over from his grandfather’s shop.

He started advertising loose diamonds and was able to undercut everyone else's prices by maintaining low margins.

In 1986, Doddridge moved his business to Santa Ana, California and brought jewelry manufacturing in-house and started imported diamonds directly from Israel. This transformed his business into “Factory Direct” and made him a “Direct Diamond Importer.”

In 1988, he got out of the pawn shop business to concentrate on jewelry. In 1991, he opened a second store in San Diego, California and in 1993 a third store in San Francisco, California.

Although the San Diego store was eventually closed, the San Francisco store was a success and did better than he expected.

In 1994 a competitor (14k Jewelry Mart Exchange) moved right next door to their flagship store in Santa Ana, California, and posted a sign emphasizing the words “Jewelry Exchange”; the “14K” and “Mart” appearing in small letters.

This forced The Jewelry Exchange® to seek legal action against this unscrupulous competitor. After four years the court upheld the validity of the federal trademark “The Jewelry Exchange”, granting a permanent injunction against 14K Jewelry Mart Exchange and awarded damages in excess of two million dollars.

Currently, Goldenwest Diamond Corporation has sixteen locations in the 16 largest cities in the United States. They are more commonly known by their store name: The Jewelry Exchange®. However, they also operate as The Jewelry Source® in Houston, and The Jewelry Factory® in New York, Detroit, and Washington, DC.

To support their manufacturing retail business model, they doubled the size of their headquarter facility in January of 2002.

The Jewelry Exchange is currently attempting to be the leader of the Internet jewelry business. Along with technological advances in operations, and conducting business on-line, they continue investing in equipment that lowers the cost of manufacturing jewelry. One of the technologies they employ is the Power Laser, which has a camera that allows the repair process to be viewed on a remote screen located on their retail sales floor.

Goldenwest Diamond Corporation is a privately held company headquartered in Tustin, California and still run by its founder, Chief Executive Officer and President, William S. Doddridge.

Sterling Jewelers, Inc. goes back one hundred years to a single jewelry store in Lorain, Ohio. In 1910, Henry Shaw opened first store and two years later, opened another store with his brother-in-law, George Isroff in Youngstown, Ohio.

By 1937, the company was called Shaw-Rogers and split into two businesses, one with the same name and the other taking the name LeRoy's Jewelry Co. In the years following, Shaw-Rogers became the Westhall Co. and LeRoy's changed to Sterling Merchandise Co.

In April, 1986, the company became a publicly traded company on NASDAQ, while they opened their 100th store.

In 1987, Signet Group, PLC purchased the company, thus creating the largest jewelry retailer in the world. Sterling acquired Westhall Co., which at that time had 82 stores, including Shaw's Jewelers, Belden Jewelers, and Rogers Jewelers.

Sterling expanded again in 1988 by acquiring the 56 stores of Osterman's Inc. and the next year opened a new headquarters building in Akron, Ohio. They also bought Ringmaker's and Allen's 15 stores and Weisfield's 90 stores.

Their biggest move came in 1990 when Sterling acquired Kay Jewelers’ 506 stores. Then in 1993, opened the first Jared The Galleria of Jewelry superstore.

In 1998, Sterling's sales exceed one billion dollars. And they weren’t done. In 2000, they grabbed Marks & Morgan Jewelers’ 137 stores. Then in 2005, they had sales exceeding $2 billion, while the 100th Jared store opened.

In 2008, Signet Group, PLC moved its primary stock listing from the London Stock Exchange to the New York Stock exchange and its domicile from London to Bermuda. As a result, the name of our parent company changes from Signet Group plc to Signet Jewelers Ltd.

Signet recently announced that they produced a quarterly profit of $117.2 million, from a loss of $424.0 million a year ago. Sales rose to $1.2 billion, from $1.1 billion a year ago.

MEDIA USAGE

Last 12 Months

In all the time we’ve been doing the Competitive Face-Off feature, we have never seen two companies closer in ad buys for any media. In Cable, Sterling Jewelers ran 142,382 to the Jewelry Exchange’s 142,359 spots. Only 23 spots separate these two giants in the diamond business on Cable.

On Radio, Sterling Jewelers ran 204,059 spots in the last 12 months, against the Jewelry Exchange with only 24,130 spots. Logically, Sterling’s biggest months were November with 44,583 ads, and then December with 33,917 spots.

On TV, the Jewelry Exchange outshines Sterling. The Jewelry Exchange ran 183,935 ads, while Sterling Jewelers ran 51,267 in the last 12 months. In November, the Jewelry Exchange ran 20,942 ads on TV, and then 28,218 spots in December.

 

Posted: August 16, 2010

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