Semi-Annual Local Advertiser & Agency Survey

Register for the webinar to hear our most recent findings

Register for the Webinar

Our surveys run twice a year, in the spring and in the fall. We are accepting sign-ups for the Spring 2023 survey now. Thousands of local marketers, both local businesses and local agencies, complete more than 40 questions, yielding unique insights about their marketing plans. Topics include:

  • What media types they purchase
  • Where they plan to spend future dollars
  • What kinds of direct mail they use
  • And more…

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. Our Fall 2022 Survey concluded in October, and we will be presenting our findings on November 29th at 11a ET. Register for that webinar here.

More Questions?

Call us at 423-284-9001, or email Taryn Tatarinowicz at ttatarinowicz@borrellassociates.com

Click on the Questions below to learn more about the survey

What's Asked?

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 2022 on each of 20 different types of media (digital, mobile, newspapers, cable, direct mail, etc.), and what they're planning to spend in 2023. Other topics include: digital media expenditures, social media use, participation in OTT video, and detailed questions on direct mail.

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. 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 Do My Clients Get?

Survey respondents will:

  • Be entered in a drawing to win one of 8 $100 VISA gift cards (provided and awarded by Borrell Associates)
  • Get a summary of the survey results (we compile the summary; you send it to them via email)
  • Be invited to participate in an exclusive SMB insights panel maintained by Borrell Associates

What Are The Logistics?

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.

What's The Cost?

Costs are based on the number of markets (or survey links) furnished, regardless of the number of responses received. $750 per market.

What You Can Expect

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