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Industry Paper Releases

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

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

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

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

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

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.

The 2021 Mindset of Streaming Audio Buyers

This is the third report in our "2021 Mindset" series. It focuses on local businesses that are buying streaming audio advertising as found on podcasts, streaming radio, Pandora, Spotify, and elsewhere.  How many are buying it, 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 findings in this 15-page report are drawn from Borrell's survey of 227 businesses that buy streaming audio spots.  It includes 20 charts and tables examining what types of businesses they are, what else they're buying, why some of them stopped buying streaming audio in 2020, 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 Broadcast TV Advertisers

Our second report in this "2021 Mindset" series focused on TV buyers.  What are they planning as the pandemic subsides? What's their uptake of TV's targeted competitor/ally, streaming video?  This analysis is part of a series examining how local advertisers are approaching 2021.The findings in this report are drawn from Borrell's survey of 373 businesses that buy broadcast television commercials.  It includes 19 charts and tables examining what types of businesses they are, what else they're buying, why some of them stopped buying TV in 2020, 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.