Before my grandpa died in 1999 it used to be exclusively Fram but then when the premium filter prices raised she said go with Mobil 1 since we use that oil in her car.
I've found the M1 to typically be about a dollar cheaper than the Ultras at Meijer and Walmart (which I rarely go to)....at least in my area. That said, it's rare for me to buy a filter on demand for my own vehicles. I catch them on sale and stash them. Meijer frequently has them on sale for a couple bucks off or tied to a jug/filter combo....M1 in particular....though I did buy a Valvoline/Ultra combo on sale early in the fall. Stashed them for the next OC on my daughter's car