Our survey opens March 1 and runs until April 30. Thousands of local marketers, both local businesses and local agencies, complete more than 40 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.
This survey has 40 questions in total, though most participants will not answer every one. In addition to the base questions about gross revenue, number of employees, and business type, we ask about advertising expenditures in 2021 on each of 20 different types of media (digital, mobile, newspapers, cable, direct mail, etc.), and what they're planning to spend in 2022. Other topics include: digital media expenditures, social media use, and participation in OTT video.
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:
The survey is turnkey to participants. All that's required of the participant is the ability to email a link to a good email list. Borrell provides a customized link for each participant (or each market). Participants are asked to send one initial email solicitation and two follow-up reminders to ensure high participation. Field time is typically within 14 days of initial solicitation. Borrell monitors survey progress and communicates with participants along the way, and compiles responses and analysis within two weeks of total survey close.
Costs are based on the number of markets (or survey links) furnished, regardless of the number of responses received. $750 per market.
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