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Industry Paper Releases

2022 Local Automotive Advertising Outlook: Dealers Gear Up For Major Change in Messaging

It's been a topsy-turvy time for auto dealers. The industry just witnesses two years of records: Record lows and highs in sales, record high growth in sticker prices, and record low days' supply of new cars on dealer lots. How will it affect advertising expenditures in 2022?  Our annual outlook chronicles the underlying changes that will affect $9.4 billion in dealer spending this year and how dealers will be forced to change their messaging.  The 30-page report contains 18 charts and graphs, plus an appendix listing 2022 ad-spending forecasts for all 210 TV Markets and another appendix detailing how dealers spent a total of $38 billion on digital marketing services in 2021. The report is $1,195, or free to subscribers.  An executive summary is available for free.

How Local Marketers View Streaming Audio

This 10-page report summarizes a monthly panel survey we conducted in October/November on streaming audio.  The report examines the personal listening habits of 174 panelist of ad buyers, as well as their marketing perspective on streaming audio, satellite radio, and podcasting and how they compare to AM/FM radio.  This report is available only to Borrell subscribers. Sign in to view the full report.

Q3 Business Barometer: Signs of Trouble Ahead

Our 16th quarterly Borrell Business Barometer has detected trouble in SMB land. Growing optimism in previous panels has been replaced by growing pessimism as panelists feel that economic conditions have worsened. This six-page report keys off Borrell's panel of hundreds of local businesses.  It compares their sentiment on business conditions, advertising expenditures, and the economy with previous periods, and gauges their mood as the holiday shopping season approaches.  This report is available only to Borrell subscribers.  Subscriber Note:  Please Login in order to see and download file

Results from Borrell's 2021 Survey of Local Ad Agencies

Local Ad Agencies face stiff competition these days. Digital agencies are sprouting everywhere. On top of that, media companies have also meandered into the marketing services field, creating their own agencies. Our survey of 701 local agencies in April-June 2021 gauged what agencies are buying, what they feel is effective, and how they're feeling about the competition. This report summarizes our annual agency survey, in a 10-page report with more than a dozen charts and tables. The report is free for Borrell subscribers and includes a 30-minute webinar with Borrell analysts. To purchase the report and the complete Excel workbook of findings, the price is $1,295. An executive summary is available for free. Industry Paper Subscribers: Please login to access and download the report and register for the webinar, to be held Wednesday, Sept. 15, at 11 am EST.

Results From Borrell's 2021 Local Advertiser Survey

Our survey of 2,811 local businesses in April-June 2021 yielded a treasure trove of insights about how they're shifting their marketing activities. This report summarizes our annual survey, encompassing more than 40 questions about all facets of advertising and marketing. The 14-page summary contains two dozen charts and tables, as well as a dozen key insights from Borrell's analysts. The report is free for Borrell subscribers and includes a 30-minute webinar, to be held on Tuesday, Aug. 31. To purchase the report and the complete Excel workbook of findings, the price is $1,295. An executive summary is available for free. Industry Paper Subscribers: Please login to access and download the report and register for the webinar. Webinar- August 31, 10:00 am

Scaling Digital Agencies: Insights for Local Media Companies

Nearly half of all digital agencies are run by local media companies.  These 2,500 agencies aren’t bound by client exclusivity, though. They’re intent on scaling their agencies to deal with as many clients as possible. This 22-page report, written in cooperation with Frequence, analyzes digital sales at 35 local media companies over 27 months. It identifies which ones have found the greatest efficiencies in scaling sales to optimum levels. It contains nearly two dozen charts and tables. The report and supporting July 21 webinar are free.

The Future, According to SMBs

There's been a lot of jabber lately about a "new norm." So, we turned to our monthly panel of SMBs to figure out what it might look like. This 14-page report postulates whether the future includes radio, newspapers, robots, going back to the office, advertising delivered to your doorstep, and the old, reliable postman. The survey encompassed 10 predictions. As it turns out, half of them have a fair chance of occurring within a dozen years. The full report is available to subscribers only. An executive summary is available for free.

SMBs Prepare Their Q2 Marketing Strategies

Our latest monthly panel takes a look at what happened in Q1 (spoiler alert: it wasn't good) and what they're planning for Q2 and the remainder of the year. This eight-page report is available only to subscribers and not available for purchase. It signals what could be an exciting second quarter, fueled by a springboard off a cautious Q1 and the fear of greater competition as markets warm up. Subscribers only.