Our annual survey is fielded from April through July and is the largest of its kind in North America. Thousands of local marketers complete more than 35 questions, yielding unique insights about current and future marketing plans. Topics include:
- Ad budget by media type
- Future plans
- Best source of leads
- Use of digital video
- Feedback on media reps
- Social media use
POSTPONED UNTIL FALL 2020
Our annual survey has been moved to October. We continue to conduct monthly panel surveys of SMBs. For information, visit our Crisis Marketing page.
Learn about the Local Advertiser Survey
Each participating media 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.
Click on the Questions below to learn more about the survey
This year’s survey asks around 35 questions. In addition to the base questions about gross revenue, number of employees, and business type, we ask about advertising expenditures on each of 20 different types of media (digital, mobile, newspapers, cable, direct mail, etc.), and what they’re planning to increase or decrease. Other topics include: digital media expenditures, best source of leads, social media use, factors for ad budgeting, and perceptions of local media reps.
Can My Market Participate?
The survey is open to any company with a customer list of 1000 or more locally-based businesses in the U.S. or Canada 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.
What Do I Get?
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
What Are The Logistics?
The survey is turnkey to participants. All that’s required of the participant is a good email list and the ability to email a link to solicit participation in the survey. 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. Completion is typically within 30 days of initial solicitation. Borrell monitors survey progress and communicates with participants along the way, and compiles responses and analysis within two weeks of survey close.
What’s The Cost?
Costs are based on the number of markets (or survey links) furnished, regardless of the number of responses received. Up to 5 markets are $750 each. For more than 5 markets, the cost is $500 per market.