Industry Paper Releases

The 2021 Mindset of Local Home Services Advertisers
The 2021 Mindset of Local Home Services Advertisers

The pandemic spurred a boom in home improvement, and that has given a big boost to traditional forms of media. This 18-page report examines how home services providers spend their advertising dollars, including plans for a 33% increase for non-digital media in 2021 while most other types of advertisers are dealing out budget cuts. The report is the 11th in our "2021 Mindset" series and is drawn from a survey of 205 home services advertisers. It includes 34 charts and tables, a 16-point summary, and analysis of key advertising trends in this important segment. The report is $395, or free to subscribers. An Executive Summary is available for free.

The 2021 Mindset of Out of Home Advertisers
The 2021 Mindset of Out of Home Advertisers

As the pandemic rapidly subsides, will Out of Home advertising see a rebound? Our latest report examines the responses of 530 local businesses that buy outdoor advertising.  What are they planning as the pandemic subsides? For the 14% of them that stopped buying Out of Home in 2020, what was the compelling reason?  This analysis is part of a examining how local advertisers are approaching 2021. The findings in this 17-page report includes 22 charts and tables examining what types of businesses they are, what else they're buying, and how their budgets are changing.  The report is free for Borrell subscribers, or $395 for non-subscribers.  An executive summary is available for free.

The 2021 Mindset of Direct Mail Advertisers
The 2021 Mindset of Direct Mail Advertisers

Direct Mail is now the 7th-largest advertising category, favored by more-savvy marketers as a direct-response medium. It's the only print medium forecast for growth this year. This 15-page report examines responses from our recent survey of 781 local direct mail buyers. It describes what they're buying, what they're spending, what they're trimming or eliminating, and how they compare to other advertisers. It includes 22 charts and tables, a 15-point executive summary, and "Borrell's Take," our observations. The report is $395, or free to subscribers. An Executive Summary is available for free.

The 2021 Mindset of Local Health Care Providers
The 2021 Mindset of Local Health Care Providers

When it comes to marketing, the health care industry needs help. Our report drills down on what are dentists, physicians, chiropractors, nursing homes, and hospitals are doing -- and not doing -- with their advertising plans for 2021. This 17-page report is culled from our comprehensive survey of 251 local health care providers. The report describes what they're buying, what they're spending, what they're trimming or eliminating, and how they compare to other advertisers. It includes 30 charts and tables, a 14-point executive summary, and "Borrell's Take," our observations. The report is $395, or free to subscribers. An Executive Summary is available for free.

The 2021 Mindset of Local Marketing Masters
The 2021 Mindset of Local Marketing Masters

Our 18-page report examines the characteristics and habits of the most-skilled local marketers. Observations are drawn from our survey of 572 local advertisers who have spent more than 10,000 lifetime hours on marketing tasks, earning them the title of masters. The report describes what they're buying, what they're spending, what they see as growing more effective, and what they're trimming or eliminating, and why.  It includes 32 charts and tables, a 15-point executive summary, and "Borrell's Take," our observations.  The report is $395, or free to subscribers. An Executive Summary is available for free.

The 2021 Mindset of Radio Advertisers
The 2021 Mindset of Radio Advertisers

What are radio advertisers thinking as the pandemic subsides? Will they come roaring back after having dealt a steep blow to the medium in 2020?  This sixth installment in our "2021 Mindset" series focuses on the marketing habits of 944 businesses that bought radio advertising in the last half of last year. The 16-page report includes 23 charts and tables profiling the types of marketing they're buying, what they're spending, and how they're adjusting budgets for 2021. It includes a 15-point executive summary and "Borrell's Take," our observations.  The report is $395, or free to subscribers. The Executive Summary is available for free.

The 2021 Mindset of Local Franchise Advertisers
The 2021 Mindset of Local Franchise Advertisers

This fifth installment in our "2021 Mindset" series focuses on the marketing habits of local franchises.  The 17-page report includes 30 charts and tables profiling the types of marketing they're buying, what they're spending, and how they're adjusting budgets for 2021. It includes a 14-point executive summary and "Borrell's Take," our observations.  The report is $395, or free to subscribers. The Executive Summary is available for free.

The 2021 Mindset of Streaming Video Buyers
The 2021 Mindset of Streaming Video Buyers

This is the fourth report in our "2021 Mindset" series. It focuses on the characteristics of 971 local businesses that are buying streaming video advertising as found on websites, mobile apps, YouTube, OTT platforms, CTV, and other digital platforms.  Who's buying and what do they typically spend?  What's different about these businesses?  This analysis is part of a series examining how local advertisers are approaching 2021.  The 16-page report includes 21 charts and tables examining what types of businesses they are, what else they're buying, why 4% of them stopped buying streaming video in 2020, and which budgets are being tapped to fund this fast-growing form of video marketing.  The report is free for Borrell subscribers, or $395 for non-subscribers.  An executive summary is available for free.

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