Our surveys run twice a year, in the spring and in the fall. Field time runs from September 1 to October 31. Thousands of local marketers, both local businesses and local agencies, complete more than 35 questions, yielding unique insights about their marketing plans. Topics include:
Each participating company will receive an Excel workbook that displays the answers to every question posed in the survey - as well as a comparison to a national and/or company average.
In addition, Borrell will generate a presentation of highlights along with a contact file of participants and all their answers to open-ended questions. Our Last Survey concluded in July, 2023, and you can watch the summary webinar here.
This survey includes more than three dozen questions and takes the average participant about 12 minutes to complete. In addition to base questions about company revenue, number of employees, and type of business, we ask about advertising expenditures in 2023 and their plans for 2024 on each of 20 different types of media (radio, TV, search, banners, outdoor, newspapers, direct mail, etc.). Other topics include their ratings on the effectiveness of each type of media, their use/planned use of A.I. in marketing, and how they’re buying digital media.
The survey is open to any company with a customer list of 1000 or more locally-based businesses in the U.S. that purchase advertising and marketing services. Typical participants are local media companies (radio, TV, newspapers, cable, direct mail, yellow pages, and Internet pureplays) as well as ad agencies and national companies with local businesses as their customers.
Upon survey completion, each participant gets an Excel file with multiple worksheets that display the results including a contact file and answers to open-ended questions. Results are displayed in tables with references to statistically significant differences. In addition, an overview presentation is created by Borrell Associates. A Borrell analyst is available for telephone consultation/analysis on the results and may also be available for webinar-based presentations and discussion with your company. For an overview of the survey please click here.
Survey respondents will:
Survey implementation is extremely simple for participating media companies. All that’s required is sending emails to a list of advertising customers and potential customers, asking them to participate in the survey by clicking the link (provided by Borrell and customized to the market). We recommend three emails: an initial solicitation email, a follow-up, and a final reminder. Borrell monitors the progress, collects and analyzes the results, and presents the findings. Survey field time is typically 14 days, and the final report is ready within two weeks after the survey closes. It’s as simple as that.
Costs are based on the number of markets (or survey links) furnished, regardless of the number of responses received. $750 per market.
Fields marked with * are required.