1643 Merrimac Trail, Williamsburg, VA 23185
+1 757 221-6641
Borrell Associates
We deliver unequaled insights on local advertising and marketing
expenditures for any market.
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Who we are

We are researchers and analysts who track and trend how local businesses are spending their advertising and marketing dollars. Our passion is understanding the nuances of each market to provide an unparalleled set of insights to our clients.

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This report includes more than two dozen charts and tables detailing expenditures and forecasts for 21 different types of digital services, including SEO, reputation management, streaming video production, website design, hosting, and more.

 

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As master marketers, agencies’ buying habits are quite different from direct ad buyers. Our report shows what agencies are heavily favoring, where they’re finding the best ROI, what they believe works best for branding, and adoption rates for new marketing channels such as OTT, advanced TV, smart speakers, and streaming audio platforms.

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This is our annual summary of what local ad-buyers are doing. It stems from our 2019 survey of 2,288 advertisers and includes insights on what they’re buying, how much they’re spending, and how it’s all changing. This 25-page report includes more than 40 charts and tables highlighting how the local ad-buying process is changing.

We provide in-depth data and insights on local advertising and marketing expenditures
What are SMBs spending? It’s an important question, and we know the answer. We offer data-rich reports for any locality, down to the county level. We are the leading experts in monitoring and forecasting local advertising trends. We track expenditures across all U.S. markets.
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Local Market Data
Our primary product, called Compass, offers actionable guidance on spending by 100 business categories across 33 marketing channels in their local markets.
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Trends & Analysis
We publish analysis-rich IndustryPapers year-round. They track important components of local advertising and marketing, offering data-rich reports and fresh analysis of trends.
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Local Advertising Conference
Each spring we hold the largest gathering of local digital media executives. This premiere event draws high raitings, with 95% of attendees saying they will return.
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“Borrell is unmatched for ad-spend insight. We use it every week…. People trust Borrell, which gives our sales reps the confidence they need. Large and small companies ask, ‘What should I be spending to be competitive?’ Borrell gives us the more intelligent answer.”

Hannah Pence, MS, MBA, CRP
Strategy and Research Manager
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“The combination of specific market data found in Compass reports, regularly released industry and benchmarking data, the annual conference and the personal service I receive from Borrell Associates are honestly the only tools I need to make the right strategic and tactical decisions.”

Brooke Knight Warner
GM, Sierra Nevada Media Group
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“I wanted you to know that I am using your data on a regular basis to help our newspaper clients grow revenue. I call it 'Own Your Local Market' and in one week at a newspaper we are scoring $100k to $150k for smaller newspapers.”

Everton Weeks
President
The Weeks Group

"We subscribed to (the Borrell data) for the first time since I've been here last year, and it more than paid for itself. So we reupped this year."


happy Borrell customer

"The directional data from Borrell I've always found very helpful, so I could go to a business owner and say, 'Did you know that business owners in your industry are doing X?' "

happy Borrell customer




"The Borrell data has replaced other data that we used to use. There may be others that are estimating market potential and then trying their best to gauge where that money's being spent, but I don't know anybody that's doing it as robustly as Borrell."


happy Borrell customer



“What a great institution you have built for the industry.”

Matt Coen


"We leverage your data often for the Boston market. The market-specific growth by vertical, the marketing spend data and the product trends provide powerful insights for internal decisions and for sales calls. Thank you! ”

María Armon

Digital Sales Manager,
Cox Media Group

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