Weekly Spots

POSTED: July 18, 2011

(White Plains, NY) July 18, 2011 – According to Arbitron, Portland, OR is the 23rd largest radio market with a population of 2,133,600.

• The land for the city was once owned by two men. One was from Boston, and one was from Portland, Maine. Each wanted to name the town after where they had come from, so they decided to do a coin toss. The gentleman from Portland won the toss, and that is how Portland got its name.

• Portland’s climate is ideal for growing roses, and for more than a century, Portland has been known as "The City of Roses" with many rose gardens – most prominently the International Rose Test Garden.

• Major performing arts institutions include the Oregon Ballet Theatre, Oregon Symphony, Portland Center Stage, and the Portland Opera. Over 75 other art organizations produce theatre, music, dance, folk art, media arts in Portland.

• Portland has one major league sports team, the Portland Trail Blazers of the NBA who play in a place called The Rose Garden.

• Portland is well-known for its microbrewery beer. It is often said that Portland is the home of the microbrew revolution in the United States, sometimes being called Beervana.

• Major Companies headquartered in Portland include: Willamette Industries, Louisiana-Pacific, CH2M HILL, U.S. Bank, Evraz, Vestas Wind Systems, and sporting goods manufacturers Li-Ning Co., Hi-Tec Sports, KEEN, Inc. and Adidas. NIKE is located in Beaverton, Oregon.

• Famous People from Portland: food expert James Beard, trumpeter Chris Botti, cartoonist Matt Groening, skater Tonya Harding, baseball player Lance Blankenship, basketball player A.C. Green, NFL great and sportscaster Ahmad Rashad, author Zoe Trope, guitarist for Death Cab For Cutie Chris Walla and pop band The Kingsmen famous for their recording of Louie, Louie.

PORTLAND SPOT TEN

Last week in Portland, the #1 advertiser on the radio was GEICO with 721 spots. The SHANE COMPANY twinkled at #2 with 614 ads, while STATE FARM was #3 with 574 commercials. SLEEP COUNTRY USA was #4 with 495 spot and THE HOME DEPOT dropped from #1 to #5 with 488 spots. FRED MEYER landed in #6 with 443 spots, while CAR TOYS stayed at #7 with 440 spots. AUTOZONE was #8 airing 428 announcements and WESTON KIA was #9 with 421 spots. FRONTIER BUNDLE was #10 with 421 spots as well.

HOME IMPROVEMENT SPOT TEN

NATIONAL STATISTICS -

The #1 advertiser in Home Improvement was THE HOME DEPOT of course, with 36,884 spots. Coming in #2 was LOWE’S with 29,094 ads, while SEARS was #3 with 2,005 ads. CHAMPION was #4 with 1,318 spots and POWER HOME IMPROVEMENT GROUP was #5 running 1,013 spots. WINDOW WORLD closed on #6 with 748 commercials, while GRANITE TRANSFORMATIONS held at #7 with 392 spots. RENEWAL BY ANDERSEN took #8 with 358 spots and WINDOW NATION came in #9 with 357 ads. WAVE HOME SOLUTIONS was #10 with 354 spots

NATIONAL SPOT TEN

NATIONAL STATISTICS -

On the National front, THE HOME DEPOT has been dethroned by GEICO who ran 48,868 spots to jump into #1. THE HOME DEPOT moves back to #2 with 36,884 spots, while AUTOZONE continues to climb with 34,464 spots coming in #3. LOWE’S hits #4 with 29,094 and MCDONALD’S lands in #5 airing 27,544 spots.

Posted: July 18, 2011

SafeAuto Safety Insurance Group, Inc. began in 1993 and is headquartered in Columbus, Ohio. They offer casualty and property insurance as well as state minimum automobile coverage in 16 states that include: Arizona, Kansas, Missouri, Tennessee, Georgia, Kentucky, Ohio, Texas, Illinois, Louisiana, Oklahoma, South Carolina, Indiana, Mississippi, Pennsylvania, and Virginia.

SafeAuto focuses on their ‘direct-to-consumer’ approach. Basically, there is no middleman to sell the insurance coverage to a customer. Instead, a consumer can speak to a licensed professional twenty-four hours a day, seven days a week directly at the company.

SafeAuto promotes discounted insurance under the slogan: ‘We Keep You Legal For Less!’ Their service department’s mantra is: ‘The Diamond Principle, A cut above the rest’, mostly likely based on the name of their president.

Ari Deshe is the Chairman and Chief Executive Officer and Jon P. Diamond is the Vice Chairman and President. SafeAuto promotes its products through the use of print advertisements, radio, billboards, and television.

SafeAuto sponsors both the SafeAuto Racing Team and the SafeAuto Fight Team. Johny Sauter is their NASCAR Camping World Truck Series driver. The SafeAuto Fighting team consists of the Mixed Martial Arts (MMA) fighters: Thiago Silva, Stephan Bonnar, Jake Ellenberger, Clay Guida, and Travis Browne.

Because this is a privately owned company, there is little financial information on them.

SafeAuto ran 127,214 spots in the last 12 months on Local Cable. The biggest month was last January at 13,227 spots.

On the Radio, SafeAuto cleared 136,524 spots in the last 12 months with last August being the hottest month with 15,375 spots.

On TV, SafeAuto ran 169,284 spots in the last 12 months, peaking at 17,439 last January.

POSTED: July 18, 2011

Kellogg Company began in 1906 in Battle Creek, Michigan. W. K. Kellogg along with his brother, Dr. John Harvey Kellogg were cooking wheat to make granola when all of the sudden they had to leave. Upon their return, they realized the wheat had gone stale but instead of tossing away the wheat, they put it through some rollers. Instead of the wheat being turned into pieces of dough, it had turned into flakes. W.K. Kellogg, in 1898, continued to perfect the method for making corn flakes. In 1906, Kellogg began his ‘ready to eat’ cereal company, Battle Creek Toasted Corn Flake, later to become the Kellogg Company.

Kellogg not only had success in the cereal business but also in the cereal packaging business. In 1914, Kellogg introduced the Waxtite® wrapper that kept food fresher. Kellogg used many marketing techniques that are still in practice today such as free samples and magazine and billboard promotion.

Throughout the years Kellogg has introduced many new cereals to the general population including Special K, Froot Loops, Apple Jacks, Mini Wheats, Pop-Tarts, and Eggo. In 2001, Kellogg purchased the Keebler Food Company which expanded Kellogg’s product line. Later Kellogg Company bought Kashi, a major name in the healthy foods industry.

Today, Kellogg has manufacturers in 18 countries and distributed its products in over 180 countries. Their trademarked brands include: Pop-Tarts, Keebler, All-Bran, Mini-Wheats, Cheez-It, Nutri-Grain, Rice Krispies, Chips Deluxe, Special K, Famous Amos, Austin, Sandies, Murray, Club, Morningstar Farms, Gardenburger, Kashi, Bear Naked, and Stretch Island.

With revenues of $12.40 billion and net income of $1.25 billion, they are certainly selling lots of cereal. Kellogg Company employs 30,600 people.

Post Foods, LLC was at one point known as Post Cereals, and is a division of Ralcorp Holdings. Ralcorp Holdings is responsible for producing, promoting and distributing Post cereals and other store brand foods. According to Ralcorp’s website, Post Foods is the United States’, “third largest branded ready-to-eat cereal manufacturer.” Ralcorp obtained Post Foods, LLC back in 2008 from Kraft Foods, Inc.

Post Cereal began its long history back in 1895 in Battle Creek, Michigan. This was the year in which C.W. Post created his first cereal beverage called “Postum”. Two years later in 1897, Post created Grape- Nuts, a cereal that is still enjoyed even today. In 1912, Post modified his “Postum” cereal to make it an “Instant Postum” cereal. To promote his product he gave away free samples, presented product demonstrations, advertised, allowed people to tour his cereal facilities, and distributed recipe pamphlets. Some of Post’s branded cereals of today include: Honey Bunches of Oats, Pebbles, Post Selects, Shredded Wheat, Grape Nuts, Bran Flakes, Great Grains, Alpha-Bits, Golden Crisp, Honey Comb, Waffle Crisp, and Post Raisin Bran.

Post Foods is headquartered in St. Louis, Missouri. Ralcorp Holdings, the parent company, recorded revenues of $4.05 billion with a net income of $208.80 million. Ralcorp employs 10,800 people.

In the last 12 months, Post ran 155,658 commercials on Local Cable. Kellogg’s ran more than three times the spots at 705,258. Post’s biggest month was last month, June with 25,984 spots against Kellogg’s biggest month last July 2010 with 94,521 ads.

On Radio, both Cereal advertisers filled small bowls. Post ran only 7,251 spots in the last 12 months, while Kellogg’s ran 7,793 ads. But Kellogg’s ran more than 2,000 spots a month in April, May and June. Let’s see if that continues.

On TV, Kellogg’s is king again with 451,442 spots in the last 12 months compared to Post’s 110,562 spots. Kellogg’s biggest month was last September with 56,353 spots and Post’s most productive month was March 2011 with 14,667 spots.

Posted: July 18, 2011

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