Weekly Spots



POSTED: March 19, 2012



MEDIA MONITORS RESEARCH SPOT TEN RESULTS

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COLUMBUS, OHIO

BUCKEYES & TRADE ASSOCIATIONS

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



(White Plains, NY) March 19, 2012 – According to Arbitron, Columbus, Ohio is the 35th radio market with a population of 1,523,900.

CITY FACTS

  • Columbus is the capital of Ohio and was named after explorer Christopher Columbus. The city of Columbus was founded in 1812.

  • With the strength of the post-WWI economy, a construction boom occurred in the 1920s, resulting in a new Civic Center, the Ohio Theatre, the American Insurance Union Citadel and the Ohio Stadium.

  • Columbus hosts the annual Doo Dah Parade, a nonsensical satire of ordinary parades presented by the gay community on July 4th each year.

  • Columbus is the home of two public colleges: “The” Ohio State University, the largest college campus in the United States and Columbus State Community College. Private institutions located in Columbus include the Columbus College of Art and Design, DeVry University, Ohio Institute of Health Careers and Franklin University.

  • Columbus is widely known for The Ohio State Buckeyes college football team. The team is a member of the NCAA's Big Ten Conference, and plays home games at Ohio Stadium. The OSU-Michigan football game is the final game of the regular season and is played in November each year. ESPN has recognized the OSU-Michigan rivalry as the greatest rivalry in all of sports in the USA. "Buckeye fever" permeates Columbus culture year-round and forms a major part of Columbus's cultural identity. In short, if you live in Columbus, you bleed scarlet and gray.

  • Famous people from Columbus: actress Beverly D'Angelo; wrestler Randy Savage; boxer James “Buster” Douglas; PGA great Jack Nicklaus; football great Archie Griffin; Yankee player Nick Swisher; and R. L. Stine, the "Stephen King” of children's literature.


COLUMBUS SPOT TEN

In Columbus last week, the #1 radio advertiser was MOUNT CARMEL HEALTH SYSTEM with 1,002 spots. Where is all started, WENDY’S ran 891 spots to put them at #2, while THE HOME DEPOT soared from #91 to #3 airing 691 announcements. GEICO was steady at #4 running 604 spots and GIANT EAGLE (Grocery) was #5 with 602 ads. Coming in #2 another grocery chain, KROGER with 511 spots and TIRE DISCOUNTERS stopped at #7 running 470 spots. MEIJER moved from #48 to #8 with 441 spots, while the HONDA DEALER ASSOCIATION was #9 with 436 advertisements. In at #10 was the AAA (American Automobile Association) with 415 spots.

TRADE ASSOCIATION SPOT TEN

NATIONAL STATISTICS -

This unique category accounts for lots of spot time on the radio. #1 last week in the nation was the NATIONAL ASSOCIATION OF REALTORS with 4,576 spots. #2 was the AMERICAN INSTITUTE OF CERTIFIED PUBLIC ACCOUNTANTS just in time for tax season with 2,210 ads. The MEXICAN HASS AVOCADO IMPORTERS ASSOCIATION ripened at #3 with 1,424 spots, while the AMERICAN BEVERAGE ASSOCIATION was #4 pouring out 1,239 spots. The NATIONALCATTLEMEN’S BEEF ASSOCIATION was #5 with 633 spots and the BUSINESS SOFTWARE ALLIANCE fought against piracy at #6 with 394 ads. Coming in #7 was PACIFIC RESOURCE PARTNERSHIP with 373 commercials, while GOODGUYS ROD & CUSTOM ASSOCIATION roared from #15 up to #8 with 264 spots. The GREATER METRO AUTO DEALERS ASSOCIATION secured #9 with 250 spots and AMERICA’S MILK PROCESSORS moooed from #28 to #10 with 227 spots.

NATIONAL SPOT TEN

NATIONAL STATISTICS -

On the national scene, GEICO has been displaced from #1. THE HOME DEPOT getting ready for all that spring planting moved from #4 to #1 last week with 45,266 spots. GEICO moved into #2 with 33,579 spots. MCDONALD’S took #3 with 25,453 spots, while AUTOZONE zoomed again from #21 up to #4 with 21,547 ads. Coming in #5, up from #9, was LOWE’S with 18,855 spots.
 

Of note: auto dealer associations: HONDA DEALERS appear at #7 with 18,055 spots, CHEVROLET DEALERS were #14 with 12,897 spots. TOYOTA DEALERS took #17 with 12,198 spots, SCION DEALERS at #38 airing 8,097 spots, DODGE DEALERS at #49 with 6,682 spots, JEEP DEALERS at #50 running 6,550 spots, RAM DEALERS at #55 with 6,217 spots, CHRYSLER DEALERS at #59 with 5,964 spots, FORD DEALERS at #59 running 5,963 spots and NISSAN DEALERS at #65 with 5,729 spots; a sure sign of spring or perhaps, a better economy in the auto industry.

Posted: March 19, 2012

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SPOT TRENDS
Last Twelve Months

SC Johnson & Son has been around a long time. SC Johnson has grown from a small parquet flooring company in Racine, Wisconsin, to a thriving global enterprise with products in over 110 countries. For many years it was called Johnson Wax because they developed and primarily sold a paste wax floor care product.

In 1914, SC Johnson established its first international company in Britain. In 1917, SC Johnson became one of the first companies in the United States to offer profit sharing for all employees. In 1934, despite the Great Depression, SC Johnson established a pension plan for employees.

In the middle 1950s, SC Johnson launched: The Raid®, Glade®, OFF!® and Pledge® brands, which went on to become trusted, household names. In 1968, SC Johnson opened what would become the world's largest private, urban entomology research center to combat bugs and the diseases they carry.

By 1975, three years before the U.S. mandate, SC Johnson voluntarily and unilaterally eliminated chlorofluorocarbons (CFCs) from their aerosol products.

In 1979, the company formalized its commitment to donate 5% of pre-tax profits to charitable causes.

In 1992, SC Johnson acquired The Drackett Company, bringing Windex®, Vanish® and Drano® into their product lineup. And then in 1998, SC Johnson acquired the DowBrands business, adding Ziploc®, Saran, Scrubbing Bubbles® and fantastik® to their counter of brands.

In 1999, the commercial cleaning products and systems division separated from Johnson Wax and became a stand-alone company called Johnson Wax Professional. In 2002, it acquired DiverseyLever to become JohnsonDiversey Inc., and in 2009, the professional cleaning division became Diversey, Inc.

The current Chairman and CEO, Dr. Herbert Fisk Johnson III, is the fifth generation of the Johnson family to lead the company. He succeeds his father, Samuel Curtis Johnson, Jr., who died in May 2004.

The company has operations in more than 70 countries and SC Johnson products are sold in virtually every country. According to their web site they have approximately 12,000 employees worldwide. According to Forbes Magazine, SC Johnson has produced revenues of between $7 billion and $9 billion in recent years.

Despite its large size, the company remains privately owned by the Johnson family, thus the logo SC Johnson – A Family Company.

SC Johnson ran 549,058 spots on Cable in the last 12 months. Cable is where they ran the bulk of their buys, with Cable getting 71.4% of all spots aired. The biggest months were August (61,264) and September (61,289) and they opened the year strong with 58,194 spots in January.

On the Radio, SC Johnson ran 22,636 spots with their biggest month, November, only running 3,825 ads.

On TV, SC Johnson cleared 196,556 spots in the last 12 months. The biggest month was July with 22,500 spots followed by a healthy August at 21,629 ads.

POSTED: March 19, 2012

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Staples vs. Office Depot

Staples Inc. (NASDAQ: SPLS) is an office supply store, with over 2,000 stores worldwide in 27 countries.

The idea for Staples was created in 1985, while founder Thomas G. Stemberg was working on a proposal for a different business. He needed a ribbon for his printer, but was unable to obtain one because his local dealer was closed for the Independence Day holiday. Frustrated by the reliance on small stores for critical supplies, Stemberg came up with a concept of combining the dynamic of a grocery store with the vision for an office supply superstore.

Bain Capital under the leadership of its CEO Mitt Romney agreed to invest about $1 million into the new venture. Bain employees actually helped stock Staples’ first store in Brighton, Mass., in 1986.

Based in Framingham, Massachusetts, Staples has catalog and delivery businesses and serves customers around the world with names like: Officenet Staples, Bureau En Gros, Staples Advantage Mondoffice and Staples Office Centre.

On September 4, 1996, Staples and Office Depot announced plans to merge. The Federal Trade Commission decided that the superpower would unfairly increase office supply prices despite competition from OfficeMax. Staples argued that chains such as Wal-Mart and Circuit City represented significant competition, but this argument did not work, the FTC denied the merger.

According to latest public records, Staples produced revenues of $25.02 billion with a net income of $984.66 million, which represented a 1.9% growth in sales. They have 87,782 employees.

Office Depot (NYSE: ODP) was founded by three partners: Stephen Dougherty, Pat Sher, and Jack Kopkin in 1986. Their vision was a warehouse-style store for office products where customers could purchase items in bulk for discounted prices.

This concept lead to starting Office Depot and the company opened its first store in Lauderdale Lakes, Florida in 1986.

In late 1987, David I. Fuente assumed the post of Chairman and Chief Executive Officer of the fledging company, and took Office Depot public in 1988.

Office Depot quickly expanded into key U.S. markets. By the end of 1990 Office Depot had 173 stores in 27 states. That same year, Office Depot announced its merger with The Office Club, Inc., becoming the largest office products retailer in North America.

Early in 1992 the company acquired H.Q. Office International, Inc., which included the Great Canadian Office Supplies Warehouse chain in western Canada. Growing steadily, the Office Depot also opened new retail stores in Israel and Colombia under international licensing agreements.

In 1998, Office Depot merged with Viking Office Products, a public company and the world's leading direct mail marketer of office products. The addition of Viking to the Office Depot organization not only vastly expanded Office Depot's international presence, but also made the company the leading provider of office products and services in the world.

In early 2005 Office Depot launched a strategic marketing campaign which consisted of new advertising, brand positioning and the reintroduction of the company's famous ‘Taking Care of Business’ tagline. Office Depot next announced its multi-year agreement with NASCAR to become the sport's first-ever Official Office Products Partner.

According to their web site, in the fiscal year of 2011 Office Depot sold $11.5 billion of products and services to consumers and businesses of all sizes through our their business segments: North American Retail Division, North American Business Solutions Division and International Division. They employ 40,000 associates around the world.



 

MEDIA USAGE

Last 12 Months


 

On Local Cable, Staples ran 99,054 spots in the last 12 months compared to Office Depot’s 5,434 ads. Staples biggest month was March 2011 with 23,523, while Office Depot ran the most in February 2012 with 1,628 spots.

On the Radio, Staples tops Office Depot in ads. Staples ran 288,520 spots in the last 12 months, while Office Depot ran 155,453 spots. The biggest buy month for Staples was last August with 56,916 spots and Office Depot blew it out in the same back-to-school buying month August with 77,303 spots.

On TV, Staples ran 35,966 spots against Office Depot’s 14,530 ads. Staples ran hottest in March 2011 with 6,813, while Office Depot ran the most last month, February 2012 with 6,199 spots and making the most of that extra day.

 

Posted: March 19, 2012

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