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POSTED: September 26, 2011



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Old York, New Toronto

Toronto, Ontario and Food & Beverages

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



(White Plains, NY) September 26, 2011 – Toronto is the largest city in Canada with a city population of 2,503,281 and the metropolitan area totals 5,113,149 people. They have not yet released the 2011 Census figures.

CITY FACTS

  • The first permanent European presence was the French trading fort Fort Rouillé, which was established in 1750, south of the village site of Teiaiagon. The first English were those loyalists fleeing the United States during the revolution.

  • In 1793, Toronto, then known as York, was named capital of the new colony of Upper Canada. It was the site of a major battle during the War of 1812, and was incorporated and renamed Toronto in 1834 in order to end the confusion with New York.

  • In the late 1800’s, modern amenities came to Toronto, including an extensive streetcar network in the city (still operational) plus long-distance railways and radial lines.

  • In 1998, the six municipalities comprising Metropolitan Toronto – East York, Etobicoke, North York, Scarborough, York, and the former City of Toronto – and its regional government were amalgamated into a single City of Toronto (colloquially dubbed the "megacity") by an act of the provincial government.

  • According to a United Nations report, Toronto has the second-highest proportion of immigrants in the world, after Miami, Florida. Almost half of Toronto's residents were born outside Canada.

  • Sports in Toronto include: In the NHL the Toronto Maple Leafs, Major League teams the Toronto Blue Jays, NBA team Toronto Raptors play there and in Canadian Football League the home team is the Toronto Argos.

  • Major colleges and universities in Toronto include: University of Toronto, York University, Ryerson University and the Ontario College of Art and Design.

  • Toronto is not short on birthing talented people: The band leader Robbie Robertson, singer/song writer Neil Young, SNL lord Lorne Michaels, TV show host Howie Mandel, director David Cronenburg, and a long list of talented comedic actors: Rick Moranis, funny man John Candy, actor Will Arnett, Christopher Plummer, Patrick Adams, Sarah Polley and from New Market, Ontario (north of Toronto) Jim Carrey.


TORONTO SPOT TEN

The #1 radio advertiser in Toronto last week was CityTV with 882 spots. ESSO (EXXON MOBIL) was #2 with 819 ads, while ONTARIO HONDA DEALERS was #3 with 743 commercials. SEARS landed in #4 with 728 spots and GLOBAL TV ran 727 commercials to take #5. PIZZA PIZZA was #6 with 656 spots, while TIM HORTONS blasted from #62 to #7 with 616 spots. THE SOURCE was #8 with 564 spots and CTV was #9 running 530 announcements. PORTER AIRLINES took #10 with 497 spots.

FOOD & BEVERAGE SPOT TEN

NATIONAL STATISTICS -

#1 in the USA in this category was KROGER with 6,619 spots. SAFEWAY was solidly second with 3,633 ads, while PUBLIX placed #3 with 3,181 spots. TRADER JOE’S enters the field at #4 with 2,382 commercials and GIANT EAGLE flies from #8 to #5 running 2,163 spots. VONS holds #6 with 1,864 spots, while ALBERTSON’S was #7 airing 1,538 spots. FRED MEYER was #8 with 1,219 ads and RANDALLS was #9 with 839 spots. Coming in #10 was SMITH’S FOOD & DRUG STORES with 766 spots. OF NOTE: in the top ten of this category, Kroger, Fred Meyer and Smith’s is part of the same group KROGER, while Safeway, Vons, Randalls are all part of the SAFEWAY group.

NATIONAL SPOT TEN

NATIONAL STATISTICS -

On the national front, THE HOME DEPOT is the comeback kid leaping from #5 back to #1 with 57,421 spots. GEICO was #2 down from #1 with 41,930 spots, while STATE FARM tightens the insurance game with 32,711 spots making them #3. MCDONALD’S was #4 with 27,322 and debuting in #5 this year, ABC TV NETWORK with 25,855. Of note: CBS TV comes in #6 with 23,779 ads, while FOX TV lands in #7 with 21,148 spots. NBC TV was #9 with 20,341 spots. Always great to see a new TV season begin.

Posted: September 26, 2011

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SPOT TRENDS
Last Twelve Months

Farmers Insurance started one year before the greatest economic depression in America and survived to become a household name. Since 1928, they have propelled the company from a tiny one-room office in downtown Los Angeles to offices and homes across America. The company was started by two men, John C. "Jack" Tyler who was born in a sod house on the banks of the James River in South Dakota and Thomas E. Leavey who came from a dairy farm in Humboldt County, California.

Tyler and Leavey believed that farmers and ranchers, who had better driving rates than urbanites, deserved lower insurance premiums. During the 1920s, farmers across the United States were establishing their own mutual insurance firms and cooperatives in order to have less expensive policies.

Tyler, the son of a South Dakotan insurance salesman, and Leavey, who had formerly worked for the Federal Farm Loan Bureau and the National Farm Loan Association, recognized that these farmers, ranchers, and other rural drivers were an overlooked market and wished to create their own auto insurance firm. After receiving a loan from the founder of Bank of America, they were able to start their company.

The Farmers Insurance Group of Companies is a personal lines property and casualty insurance group providing homeowners insurance, auto insurance, life insurance, and financial services in the United States. It is the third largest insurance group in the US servicing over 10 million households in 41 states.

Farmers Insurance Group of Companies is composed of a holding company and the various underwriters, reciprocal inter-insurance exchanges, and smaller companies associated with it. Farmers Group, Inc. is the holding company and provides insurance management services. It does business as the Farmers Underwriters Association. Together with its wholly owned subsidiaries, Truck Underwriters Association and Fire Underwriters Association, they act as the attorneys-in-fact for three reciprocal inter-insurance exchanges — Farmers Insurance Exchange, Truck Insurance Exchange, and Fire Insurance Exchange.

Farmers Group Inc. is headquartered in Los Angeles, California but is 100% owned by Zurich Financial Services based in Zurich, Switzerland.

Farmers Insurance has more than 25,000 employees, while their parent company, Zurich Financial Services Group has over 60,000 employees in more than 170 countries. According to Zurich’s 2010 Annual Report they made $4.875 billion operating profit and took in $33 billion in written premiums and policy fees.

On Local Cable, Farmers ran 205,534 spots in the last 12 months. The big months were November (22,283) and January (22,892) of last year and the biggest month so far in 2011 was April (20,914).

On Radio, Farmers ran 55.9% of all their spots on radio. That totaled 321,997 in the last 12 months. Last October was the high at 34,859 ads and December was the low with 13,833 spots.

On TV, Farmers ran the lowest number of spot between the three media in the last 12 months. The total was 48,212 spots nationally. The biggest month was January 2011 with 6,528 spots.

POSTED: September 26, 2011

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MATTRESS FIRM vs. SLEEPY’S

The Mattress Firm Company was founded in 1986 and began as a single store. Now, headquartered in Houston, Texas, Mattress Firm is one of the largest specialty bedding companies in the world. Among the products offered by the Mattress Firm are mattresses, head boards, sheets, pillows, cushions, frames, futons, rugs, day beds as well as accessories.

In the year 2002, Mattress Firm was sold to Sun Capital Partners Inc. Then in January of 2007 it was bought by J.W. Childs Associates LP and according to their web site: Mattress Firm is the third largest specialty bedding retailer in the U.S. with 295 Company-owned stores and 54 franchised stores in 19 states in the South, Southeast and Midwest.

The Company carries an extensive assortment of conventional and specialty mattresses and bedding related products across a wide range of price points.

Mattress Firm offers the best-known national brands such as Sealy, Stearns & Foster, Simmons, Tempur-Pedic and Select Comfort.

The company set out to be a different kind of mattress retailer; focused on creating a unique shopping experience for the customer with a large selection of quality, brand name bedding products, competitive pricing and knowledgeable, well-trained associates.

Mattress Firm soon introduced a new store design, opened several new Super-Centers offering a greater selection from top bedding manufacturers, introduced same-day Red Carpet delivery and created the Firm Network, a unique in-store television network featuring programming to educate consumers about sleep and the guidance for selecting the right mattress for their personal needs.

As new research emerged showing the link between proper sleep and good health, Mattress Firm responded to the growing demand for specialty mattresses by expanding its non-innerspring product selection to include memory foam mattress sets such as Tempur-Pedic® products.

Sleepy’s began in 1957 in Brooklyn, New York. But the story really begins in the late 1920s, when Louis Acker stood on Ellis Island and prepared for the American dream. In 1931 he opened his first mattress store.

Louis’ son Harry worked in his father’s mattress store. Harry worked hard, tying knots and stitching mattresses by hand. In 1957, two years after his father’s death, Harry made a decision to take the years of experience working with his father hand making mattresses and expand the well-known mattress store. Sleepy’s was born.

By 1977, Harry had opened 8 Sleepy’s stores and their slogan “The Mattress Professionals”, became firmly associated with the company. The offices moved to a 20,000 square foot space in New Hyde Park. In 1986, less than a decade later, Sleepy’s built a 60,000 square foot building in Pt. Washington, NY to accommodate their 32 showrooms.

After acquiring Kleinsleep mattress chain in 1993 and opening their 75th store in 1994, Sleepy’s moved their offices again to a 230,000 square foot headquarters in Bethpage, NY.

In 1995, following Sleepy’s acquisition of Mattress Discounters in NY and NJ, Sleepy’s launched 1-800-SLEEPYS, a convenient toll free service that allows customers to consult with a mattress professional from the comfort of their home.

By the close of 2007, Sleepy’s had expanded their store count to more than 600 stores, having acquired Sleep City in PA; Mattress Firm in CT and MA; Rockaway Bedding and Off Track Bedding in the northeast.

Sleepy’s currently delivers to all 50 states and has more than 700 showrooms in Connecticut, Delaware, Massachusetts, Maryland, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Virginia, Vermont and West Virginia.

On Local Cable TV both mattress companies seem to be sleeping late. Sleepy’s ran only 13,247 spots in the last 12 months compared to Mattress Firm’s 54,751 ads.

On the Radio, both companies are waking up on the right side of the bed. Sleepy’s ran 212,794 spots and Mattress Firm cleared 113,692 spots in the last 12 months. Mattress Firm’s best month was last month, August with 31,966 spots, while Sleepy’s ran hottest in May 2011 with 14,862 spots.

On TV, Sleepy’s was the winner with 59,532 spots to Mattress Firm’s 27,936 spots. Mattress Firm has been coming up; June 2011 with 6,602 spots, July cleared 8,288 and last month they hit 10,174 ads. Sleepy’s ran hottest last September with 4,949 and hasn’t run more than 3,000 a month since.

 

Posted: September 26, 2011

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