Weekly Spots



POSTED: September 20, 2010



MEDIA MONITORS RESEARCH SPOT TEN RESULTS

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WINDY CITY & CAR DEALERS

Chicago, Cars, Light Trucks

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



(White Plains, NY) September 20, 2010 - to Arbitron, Chicago, IL is the 3rd largest radio market with a population of 7,862,200.

CITY FACTS

  • Often called “The Windy City” because of the strong winds that come off Lake Michigan, Chicago street lingo has also referred to that same wind in the winter as, “the hawk.”
  • The name "Chicago" is the French rendering of the Miami-Illinois name shikaakwa, meaning “wild leek but etymologically, the sound /shikaakwa/ in Miami-Illinois literally means 'striped skunk', and was a reference to the wild leek, or the smell of onions.
  • Begun in 1836, Chicago’s first railway, Galena and Chicago Union Railroad, opened in 1848, a year which also marked the opening of the Illinois and Michigan Canal. The canal allowed steamboats and sailing ships on the Great Lakes to connect to the Mississippi River.
  • The city’s manufacturing, particularly in meatpacking, with the advent of the refrigerated railroad car and the final destination for the meat: Union Stock Yards.
  • The Great Chicago Fire of 1871 destroyed a third of the city, including the entire central business district. The Chicago Water Tower is one of the few surviving buildings.
  • With two baseball teams, the first thing most Chicagoans ask another Chicagoan when they meet, “Cubs or White Sox?” But they have some other professional teams: Chicago Bears NFL Football (1 Superbowl win), Chicago Blackhawks, one of the six original teams of the NHL (4 Stanley Cups), Chicago Bulls NBA Basketball, (6 Championships) and many more sports teams from rugby to indoor.
  • Second City is one of the starting points of many comedy giants. They are celebrating their 50th anniversary this year and we all know Chicago funny people like, John Belushi, Jim Belushi, Jack Benny, Edgar Bergen, Shelley Berman, Tom Bosley, Steve Carell, Bernie Mac, Bob Newhart, Harold Ramis, and of course, Bill Murray and his brother, “what’s his name?”.

CHICAGO SPOT TEN

Last week in the Windy City the #1 advertiser on the radio was THE HOME DEPOT with 1,346 spots. MCDONALD’S was #2 running 1,055 ads, while MENARDS was #3 with 920 commercials. GEICO was #4 with 881 spots and AUTOZONE jumped from #15 to #5 airing 861 announcements. LOWE’S was #6 with 789 spots, while VISA hit lucky #7 with 763 ads. NBC-TV NETWORK appeared at #8 with 705 spots and VERIZON rung up #9, from #21, with 685 spots. JEWEL-OSCO was #10 with 665 spots.

CARS & LIGHT TRUCK DEALERS SPOT TEN

NATIONAL STATISTICS -

In this category, CARMAX was king with 4,378 spots. AUTOTRADER.COM was in at #2 with 3,104 spots and THE KIA STORE was #3 airing 1,163 spots. DAVID STANLEY CHRYSLER JEEP DODGE (Oklahoma City, OK) was #4 with 1,025 spots, while FUCCILLO HYUNDAI-KIA (upstate New York) was #5 with 986 spots. WEST PALM BEACH KIA was #6 running 772 spots and GERMAIN BMW (Naples, FL) was #7 with 746 spots. FUCCILLO KIA was #8 with 714 spots, while MONTGOMERY AUTOMOTIVE DEALERSHIPS, INC. landed in #9 with 640 spots. And coming in #10 was GERMAIN LEXUS with 635 spots.

NATIONAL SPOT TEN

NATIONAL STATISTICS -

GEICO is back at #1 with 50,676 spots. THE HOME DEPOT dipped to #2 with 44,307 spots. AUTOZONE owns #3 with 36,054 spots, while VERIZON jumped from #9 to #4 with 27,330 spots. MCDONALD’S was in at #5 with 27,143 ads.

Posted: September 20, 2010

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SPOT TRENDS
Last Twelve Months

The Ford Motor Company was launched in a converted factory in 1903 with $28,000 in cash from twelve investors, most notably John and Horace Dodge (who would later found their own car company). Henry's first attempt under his name was the Henry Ford Company on November 3, 1901, which later became the Cadillac Motor Company August 22, 1902.

During its early years, the company produced just a few cars a day at its factory on Mack Avenue in Detroit, Michigan. Groups of two or three men worked on each car from components made to order by other companies. Henry Ford was 40 years old when he founded the Ford Motor Company, which would go on to become one of the world's largest and most profitable companies, as well as being one to survive the Great Depression.

As one of the largest family-controlled companies in the world, the Ford Motor Company has been in continuous family control for over 100 years.

In the recent bailout frenzy of a year ago, Ford decided not to take any of the money offered by the Federal Government, which helped their image with consumers.

Ford announced in July Ford’s sales of cars increased to 170,411 from 165,279 a year earlier. Sales of Ford-brand vehicles rose 8.1 percent, while their Lincoln brand decreased.

They are traded under on the NYSE under the letter F. They are showing revenues of $118.31 billion with net income of $2.72 billion. They have 198,000 employees.

With all the uproar about the automaker bailouts, it is interesting to see how much the one that didn’t take any government money is doing, as far as advertising.

On Cable, Ford is motoring with 762,529 spots in the last 12 months. The only month that was the least bit soft was January and that was 30,740 ads.

On Radio, Ford shifted gears in April and has been pouring it on ever since. They ran 989,426 commercials in the last 12 months, with June, July and August all being over 100,000. July alone was 111,685 spots.

In the last 12 months Ford ran 766,768 spots on TV. The biggest month was May with 79,270 spots.

POSTED: September 20, 2010

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AUTOZONE vs. ADVANCE AUTO PARTS

AutoZone formerly known as Auto Shack opened their very first store in 1979 in Forrest City, AR. Today, they have more than 4,000 AutoZone stores in the US and Puerto Rico.

In 1984, they became the first auto parts retailer to create a quality control program for its parts.

The name Auto Shack was changed to AutoZone in 1987. AutoZone also introduced WITT-JR, the first electronic catalog in the industry. WITT-JR is still used to look up parts for customer vehicles and to keep up with warranty information, which helps them provide better, quicker customer service.

AutoZone went public in 1991. They also became the first auto parts retailer to register customer warranties in a computer database. AutoZone is still the only auto parts retailer that offers this service.

When AutoZone opened its 1,000th store in Louisville, KY, they also introduced the Duralast and Duralast Gold batteries. Duralast batteries are the best-selling automotive batteries in America.

In 1999, AutoZone made a spot on the Fortune 500 and in 2004 AutoZone announced sponsorship of the 2004-2005 NASCAR Elite Division. They have been in business 31 years.

Last year AutoZone created revenue of $6.82 billion with net income at $657 million. They have 34,200 employees.

Advance Auto Parts was first named Advance Stores, LLC in 1929 with two stores in Roanoke and one in Lynchburg, Virginia.

Arthur Taubman purchases Advance Stores in 1932 and begins his successful drive to build a multi-state chain of auto and home supply stores.

In 1938, Advance Stores Company expands into Winston-Salem, North Carolina, signaling the beginning of the company’s multi-state growth.

Arthur Taubman steps down as President in 1969 but remains Chairman of the company. Nick Taubman assumes the role of President.

Advance Stores Company changed its name to “Advance Auto” in 1974.

In 1981 Advance Auto installed its first Point-of-Sale (POS) system, which revolutionizes the way Advance does business by more closely monitoring inventory. A year later the PDQ (Parts Delivered Quickly) Program rolls out, providing customers access to more than 25,000 automotive parts and accessories.

In April of 1998 the Taubman family sold its majority interest in the company to the investment firm, Freeman Spogli & Co.

In January 2005, Forbes Magazine rates Advance Auto Parts as the "Best Managed Retail Company in America.”

As of July 17, 2010, the company operated 3,497 stores in 39 states, Puerto Rico, and the Virgin Islands. Advance Auto Parts celebrated its 75th year in business in 2007.

Last year Advance Auto Parts created revenues of $5.41 billion with net income of $270.37 million. They have 29,000 employees.

MEDIA USAGE

Last 12 Months

Advance Auto Parts only ran 173 spots on the local cable markets we monitor, while AutoZone ran 19,852 spots. AutoZone’s biggest month was last month August with 6,427 spots.

On the radio, AutoZone poured it on with 855,226 ads in the last 12 months, while Advance Auto Parts ran 137,797 ads on radio. AutoZone was over 90,000 spots in the months of April, May and August of this year.

TV was also rather disappointing with Advance Auto Parts only running 329 spots in the last 12 months, while AutoZone ran 10,027 with the biggest run last month, August, with 1,738 ads.

 

Posted: September 20, 2010

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