Radio ads promote foods and fitness plans
Here are this week's observations on radio advertising in the US, based on monitored data from Media Monitors:
TAKE IT ALL OFF: Nobody runs more ads for weight reduction plans than the 1,100 spots LA Weight Loss (#1) ran this week, promoting its 700 centers nationally, about half of which are franchises while the rest are corporate-owned. There are 9,000 locations internationally for Curves (#2) fitness franchise, and this week in the USA, 47 major markets ran a total of about 675 spots this week, according to Media Monitors. Jenny Craig (#7) weight loss programs, although in 41 states & 4 countries, ran only about 130 radio spots this week, while Zone Chefs (#8) custom meal deliveries ran only about 120 spots. Then there's the Body Wrap Shop with a unique idea: they cover your whole body in a giant bandage coated with special minerals. All their 101 spots were for their soon-to-be 3 locations in Dallas. Meanwhile, Slim4Life Weight Loss (#3) ran their 360 spots in just two markets, promoting their locations in Denver & Minneapolis. Notice that since many of these are regional or local only, it appears there's room for another national competitor in this growing category.
DOMINANT IN DAYTON: Last week Meijer (#1) ran zero spots but this week they top the list with over 430 radio commercials. A Midwest grocery store chain with many stores throughout OH, MI, IN, IL, and KY, Meijer is competing against the much larger Kroger (#4) chain which operates over 2,000 stores in 31 states which ran about half as many spots as Meijer did on Dayton radio. The Ohio Lottery (#3) ranked third. The North Dayton Garden Center & Nursery (#6) has only two locations, both in Dayton, yet ran over 200 radio spots this week. Their web site offers pre-made "print, clip & use" coupons.
SPOT FOOTNOTES: The latest CD from Toby Keith "White Trash With Money" ranked #5 on the Country Spot Ten, one of the rare record labels spending lots of revenue on radio ads. Also high on Country radio was BOTOX (#7) "physician-administered treatment", just a portion of the total 4,900 radio spots they ran among all formats this week. Applebee's leaps from zero spots directly into the #2 slot on the Spot Ten Adult Contemporary Radio list this week, with over 1,600 spots on AC stations in major markets.
Good Morning - Gain a personal edge on today's business day. Are you reading this from a forwarded email?
