By: Dwight Douglas, VP Marketing
Media Monitors - New York
(White Plains, NY) August 20, 2012 – According to Arbitron, Milwaukee-Racine, WI is the 38th largest radio market with a population of 1,474,500. It is also the largest city in the state of Wisconsin.
The word "Milwaukee" comes from an Algonquian word Millioke which means "Good/Beautiful/Pleasant Land".
Well into the twentieth century, there were more German speakers and German-language newspapers than English speakers and English-language newspapers in the city.
Milwaukee was once the home to four of the world's largest breweries (Schlitz, Blatz, Pabst, and Miller), and was the number one beer producing city in the world for many years. Miller Brewing Company remains a key employer in the city.
Professional sports include the Green Bay Packers, who play all their games in Green Bay, but have a huge state following. When the Milwaukee Braves baseball team left for Atlanta, the Seattle Pilots moved to Milwaukee and became the Brewers, once an American League team, but now a National League team. The Brewers play at the new MILLER PARK, while the Milwaukee Bucks, NBA, play at the Bradley Center.
Famous people from Milwaukee: Don Ameche, actor (Kenosha); Ellen Corby, actress (Racine); Willem J. Dafoe, actor (Appleton); Woody Herman, band leader; William H. Rehnquist, jurist; Tom Snyder, newscaster; Spencer Tracy, actor; Orson Welles, actor and producer (Kenosha); and Bob Uecker, baseball player and announcer.
MILWAUKEE SPOT TEN
In Milwaukee last week, the #1 radio advertiser was WAL-MART with 647 spots. MILWAUKEE COUNTY ZOO zoomed from #9 to #2 with 593 spots, while MENARDS dropped from #1 to #3 with 584 ads. IHEARTRADIO MUSIC FESTIVAL was solid at #4 with 509 spots and PENNY MUSTARD (Furnishings) stayed at #5 with 416 spots. KESSLERS DIAMONDS sparkled at #6 airing 393 announcements and FORD DEALER ASSOCIATION drove into #7 with 386 spots. U.S. CELLULAR rang true at #8 running 384 commercials, while MCDONALD’S was #9 with 322 ads. And coming in #10 was SAFELITE AUTOGLASS with 311 spots.
SPORTING EVENTS SPOT TENNATIONAL STATISTICS -
MLB (Major League Baseball) topped the list last week with 1,347 national radio ads. WWE (World Wrestling Entertainment, Inc.) was #2 airing 1,228 announcements, while LITTLE LEAGUE BASEBALL came in #3 with 1,134 spots to promote the Little League World Series. PROFESSIONAL BULL RIDERS mounted #4 with 730 ads and the NFL (National Football League) touched down at #5 with 724 spots after being #3 the week before. NASCAR (National Association for Stock Car Auto Racing) moved down from #1 to #6 running 683 spots, while the ATLANTA BRAVES swung into #7 with 674 spots. OREGON STATE UNIVERSITY FOOTBALL lands at #8 with 650 spots and MIAMI DOLPHINES catch #9 with 535 spots. Taking #10 was the U.S. HOT ROD ASSOCIATION with 471 spots.
NATIONAL SPOT TENNATIONAL STATISTICS -
GEICO stays at #1 with 37,995 spots. SAFELITE AUTOGLASS, continues its aggressive campaign, coming in #2 airing 34,439 ads, while WAL-MART was solid at #3 with 30,192 spots. MCDONALD’S was #4 with 26,952 commercials and O’REILLY AUTO PARTS appears at #5 running 25,814 spots.
The International House of Pancakes opened its very first restaurant in Toluca Lake, California on July 7, 1958. It was brothers Al and Jerry Lapin who established the first restaurant with the help of investors Al and Trudy Kallis. They featured pancake oriented dishes from around the world like crepes and blintzes and different flavors of syrup.
In the 1960s the company used the franchise method to further expand the company. By 1973, people called the International House of Pancakes by the acronym – IHOP – and the new logo was born.
In 1991 IHOP made Glendale, California its headquarters. In 1992 the 500th IHOP was opened and nine years later the 1,000th store opened in Layton, Utah. In 2003 the very popular phrase, “Come hungry. Leave happy.” advertisement debuted which later won an award.
In 2007 the IHOP Corporation obtained Applebee’s International, Inc. The IHOP Corporation was incorporated in 1976 but on June 2, 2008 the name was changed to DineEquity, Inc. IHOP restaurants are operated by International House of Pancakes which is a ‘wholly-owned subsidiary of DineEquity, Inc.’ according to their website. In the 70s, they also owned the Orange Julius company, but sold that off.
In 2011 IHOP hosted the sixth National Pancake Day. In the 6 years that IHOP has been hosting this event, they have raised $8 million to support the communities that IHOP does business in.
By June 30, 2011 there was a reported 1,522 IHOP restaurants located in all 50 states, the District of Columbia, Canada, Mexico, Guatemala, U.S. Virgin Islands, and Puerto Rico. Their menu includes: pancakes, omelets, waffles, breakfast specialties, sandwiches, steak, chicken, salads, and other lunch and dinner specialties.
DineEquity, Inc.’s latest annual report shows revenues of $1.08 billion with a net income of $70.73 million. They have 10,900 employees.
On Local Cable, IHOP ran 60.67% of all its spots. In the last 12 months, they ran 271,524 spots on Cable with their biggest month being October 2011 when they ran 31,159 ads.
On the Radio IHOP ran 88,161 spots in the last 12 months with their hottest month being December 2011 when they ran 16,431 spots.
On Broadcast TV IHOP ran 87,856 spots in the last 12 months with the most spots being run in April 2012 with 10,223 ads.
Nestlé S.A. is the largest food and nutrition company in the world. Founded and headquartered in Vevey, Switzerland, Nestlé was created by a 1905 merger of the Anglo-Swiss Milk Company and the Farine Lactée Henri Nestlé’s company. Henri Nestlé retired in 1875, but the company retained his name.
Both companies with their use of condensed and dried-milk were leaders in the baby food business. By the early 1900s, the company was operating factories in the United States, United Kingdom, Germany and Spain.
The First World War created new demand for dairy products in the form of government contracts, and by the end of the war, Nestlé's production had more than doubled.
After the war, government contracts dried up, and consumers switched back to fresh milk. Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate-manufacture becoming the company's second most important activity.
Nestlé felt the effects of the Second World War immediately with decreased profits. Ironically, the war helped with the introduction of the company's newest product, Nescafé ("Nestlé's Coffee"), which became a staple drink of the U.S. military. Nestlé's production and sales then rose in the wartime economy.
The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated and companies were acquired. In 1947, they bought Fabrique de Produits Maggi SA and its holding company, Alimentana SA of Kempttal, Switzerland. Maggi was a major manufacturer of soup mixes and related foodstuffs. Nestlé Alimentana SA became the new corporate name.
Crosse & Blackwell followed in 1950, as did Findus in 1963, Libby's in 1971 and Stouffer's in 1973.
In 1984, Nestlé's bought out American food giant Carnation and the British confectionery company Rowntree Mackintosh in 1988, which brought the Willy Wonka brand to Nestlé.
They tapped San Pellegrino in 1997, took Spillers Petfoods in 1998, and Ralston Purina in 2002. That same year, Nestlé merged its U.S. ice cream business into Dreyer's, and in August they paid $2.6 billion to acquire Chef America, the creator of Hot Pockets. Another recent purchase included the Jenny Craig weight-loss program, for $600 million.
And the deal that got away, Nestlé almost purchased one of its fiercest confectionery competitors, the iconic American company Hershey's.
In December 2005, Nestlé bought the Greek company Delta Ice Cream, and along with Dreyers made them the world's largest ice cream maker.
In November 2006, Nestlé purchased the Medical Nutrition division of Novartis Pharmaceutical for $2.5 billion and in 2007, the milk-flavoring product known as Ovaltine.
In 2007, returning to its roots, Nestlé bought U.S. baby-food manufacturer Gerber for $5.5 billion.
In 2010, Nestlé concluded the purchase of Kraft's North American frozen pizza business for $3.7 billion. And in 2011, Nestlé agreed to buy 60 percent of Hsu Fu Chi International Ltd. for about $1.7 billion.
According to their 2011 annual report Nestlé created sales of $35.5 billion with net income of $15.8 billion. Their sales grew by 7.7% in 2011. They show 9,699 employees in Switzerland in 2011 and 328,000 worldwide.
Kraft Foods Inc. (NYSE: KFT) is the largest confectionery, food, and beverage corporation headquartered in the United States. It markets many brands in more than 155 countries. 11 of its brands annually earn more than $1 Billion worldwide: Kraft, Cadbury, Oscar Mayer, Maxwell House, Nabisco, Oreo, Philadelphia Cream Cheese, Jacobs, Milka, LU, and Trident. 40 of its brands are at least 100 years old.
Canadian-born and of German origin, James L. Kraft started a wholesale door-to-door cheese business in Chicago in 1903; its first year of operations was "dismal", losing $3,000 and a horse. However, the business took hold and Kraft was joined by his four brothers to form J.L. Kraft and Bros. Company in 1909. As early as 1911, circulars and advertisements were in use by the company.
In 1912, the company established its New York City, New York, headquarters to prepare for its international expansion. By 1914, thirty-one varieties of cheeses were being sold around the U.S. because of heavy product development, expansion by marketing, and opening a wholly owned cheese factory in Illinois.
In 1915, the company had invented pasteurized processed cheese that did not need refrigeration, thus giving a longer shelf life than conventional cheese. The process was patented in 1916 and about six million pounds of the product were sold to the U.S. Army for military rations during World War I.
In 1924, the company changed its name to Kraft Cheese Company and was listed on the Chicago Stock Exchange, then added to the New York Stock Exchange in 1926. The firm then began to consolidate the United States dairy industry through acquisition.
At the end of 1988, Philip Morris Companies purchased Kraft for $12.9 billion. In 1989, Kraft merged with Philip Morris's General Foods unit - makers of Oscar Mayer meats, Maxwell House coffee, Jell-O gelatin, Budget Gourmet frozen dinners, Entenmann's baked goods, Kool-Aid, Crystal Light and Tang powdered beverage mixes, Post Cereals, Shake 'n Bake flavored coatings and numerous other packaged foods - as Kraft General Foods.
In 1995, it changed its name to the present name, Kraft Foods.
On September 7, 2009, Kraft made a £10.2 billion takeover offer for the long-established British confectionery group Cadbury, makers of Dairy Milk and Bournville chocolate. This move was seen as very controversial in the United Kingdom with Members of Parliament involved with “protectionism” on their minds. The deal was finally consummated with help from the Royal Bank of Scotland.
In January 2011, Ted Williams the homeless DJ who was made famous by a YouTube video was seen by millions, was hired as the voice over talent for Kraft macaroni and cheese.
In Kraft Food’s 2011 annual report they showed revenues of $54.37 billion with a net income of $3.53 billion, which represented 10.5% growth in sales. Kraft Foods has 126,000 employees.
Let’s look at what they ran on Local Cable, Radio and Broadcast TV. Overall, Kraft Foods aired 61.41% as many spots as Nestlé.
Last 12 Months
On Local Cable, One A Day clearing out spent Centrum. One A Day ran 243,012 spots, while Centrum ran 78,213 in the last 12 months. One A Day hit hardest in the month of July 2011 with 44,184 spots, while Centrum ran hottest in November 2011 with 12,538 ads
On the Radio, Centrum led the way with 40,123 spots to One A Day’s 7,301 ads in the last 12 months. Centrum cleared the most spots in January 2012 with 13,617 spots and One A Day ran the most spots on radio in May 2011 with 2,851 spots.
On Broadcast TV, things were pretty close between the two vitamin leaders. One A Day ran 109,929 spots in the last 12 months, while Centrum delivered 81,838 spots. Centrum’s big month was November with 11,725 spots against One A Day running hottest in July 2011 with 14,594 spots.
Posted: August 20, 2012
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