Reports & Research
2008 Releases
For our 2008 Q1 update we have expanded the scope of these spending estimates to include Online Sales Promotions and Marketing Public Relations (MPR). We continue to forecast growth in both Sales Promotions and MPR as advertisers migrate toward marketing vehicles that maximize ROI. The version for our subscribers and clients includes a more granular look at the different components of online ad spending in each market - Banners, Local Search, E-mail, Streaming Video/Audio, Promotions, and Public Relations.
* Online Marketing Expenditures by DMA
FREE Download * Online Marketing Expenditures by DMA - Subscriber
Subscriber Only The 2008 World Association of Newspapers revenue benchmarking survey includes data from newspapers in all major regions of the globe. It covers print and online revenues, the key verticals, and trends over the past three years. This unique resource is a special benefit provided to our subscribers. It is for internal use only and is not to be circulated outside your organization.
* International Newspaper Benchmarking Report
Subscriber Only Our sixth annual benchmarking report is full of local media Web site ad data from over 3,100 sites. Local Web site managers will benefit from this timely benchmarking data and the forecasts for online ad spending.
* What Local Media Web Sites Earn - Summary
FREE Download * What Local Media Web Sites Earn - Slides
Subscriber Only * What Local Media Web Sites Earn
$995.00 Add To Cart In 2007, businesses spent more than $483 billion on promotions – expenses that range from contests, coupons, rebates and samples to viral marketing campaigns. The big windfall is just beginning online; local businesses are shifting more dollars from traditional media to interactive, direct-to-consumer promotions campaigns. Some local media companies have already identified this trend and are capitalizing on it.
* Online Promotions: The Big Shift Summary
FREE Download * Online Promotions: The Big Shift Charts
Subscriber Only * Online Promotions: The Big Shift
$995.00 Add To Cart Over the next four years, we expect total recruitment spending to increase 25%, from $58 billion in 2008 to $73 billion in 2012. The prime beneficiary will be online media. Online spending will increase 23.5% to a record high of over $11 billion.
* 2008 Outlook: Online Recruitment Advertising Summary
FREE Download * 2008 Outlook: Online Recruitment Advertising Charts
Subscriber Only * 2008 Outlook: Online Recruitment Advertising
$995.00 Add To Cart This complete U.S. WebAudit™ is our FINAL estimate for 2007 and supersedes all others. This report gives you essential online ad spending data for the whole country. We can configure a WebAudit™ for any market by DMA, city or county(ies).
All WebAudits™ include:
~ Online Ad Spending Projections for the Top 20 U.S. business categories
~ Local Online Ad Revenues in the U.S. - 2007 projections by media categories
~ B2B Ad Spending, by media category
~ B2C Ad Spending, by media category
~ U.S. Online Ad Spending, by ad format (banner, e-mail, local search, streaming video/audio)
~ U.S. Demographics
* 2007 WebAudit Q4
Subscriber Only Politicians will spend
$4.8 billion on political advertising this year, but don't expect much of that to land on the Web. Online media will get about
$20 million, most of it going to search.
* 2008 Outlook: Online Political Advertising Summary
FREE Download * 2008 Outlook: Online Political Advertising Charts
Subscriber Only * 2008 Outlook: Online Political Advertising
$995.00 Add To Cart This report details what we expect to see next year as local businesses shift more dollars over to online advertising. While the overall growth of online advertising will be 44% next year, we're expecting only 9% growth for banner-type advertising. Video and paid search will see the greatest growth.
* 2008 Outlook: Local Online Advertising Charts
Subscriber Only * 2008 Outlook: Local Online Advertising Summary
FREE Download * 2008 Outlook: Local Online Advertising
$995.00 Add To Cart If you buy at least three reports from us in 12 months, our subscription plan will save you money.
Learn More * SINGLE (1 add. complimentary log-in)
$2,995.00 Add To Cart * ENTERPRISE I (2 to 25 log-ins)
$3,495.00 Add To Cart * ENTERPRISE II (26 - 100 log-ins)
$4,995.00 Add To Cart * ENTERPRISE III (101 - 150 log-ins)
$7,495.00 Add To Cart
2007 Releases
Real estate advertising retrenched in 2007. While this
$11 billion advertising category shows signs of contraction, the interesting story is what’s happening to the internal components. Our report assesses both
current trends and
future patterns of how agents and brokers will spend on traditional advertising, as well as what they’re investing in their own Web sites right now.
* Executive Summary
FREE Download * Real Estate Outlook: 2007-2012
$995.00 Add To Cart Our
WebSegment report is the first segmentation system built specifically to explore online behavior. We can project demographics, media usage, purchase behaviors and intentions onto any market from a semi-annual sampling of 100,000 people across the U.S. We then distribute the data across five different online usage segments based on viewer frequency.
Local Web site ad managers can utilize a specific market’s
WebSegment report to design products, set sales strategies and develop consultative sales presentations. You can order a
WebSegment report for any local DMA.
* 2007 U.S. WebSegment Report
Subscriber Only With this report, Borrell Associates is expanding the scope of its marketing spending estimates to include
Online Sales Promotions and
Marketing Public Relations. A regular display ad can't compete with a coupon or a cash discount when it comes to tracking results, and we forecast tremendous growth in both
Sales Promotions and
MPR as advertisers migrate toward marketing vehicles that provide a maximum ROI.
This subscriber version includes a more granular look at the different components of online ad spending in each market - Banner, Local Search, Email, Streaming Video/Audio, Online Promotions, Online Public Relations. These are looked at in two views - the National Advertising dollars per DMA, and Local Advertising dollars per DMA.
* 2008 Online Marketing by DMA
Subscriber Only * 2008 Online Marketing by DMA in Excel Format
Subscriber Only In 2002 Borrell Associates published a major report that looked at how newspapers were coping with the Internet. Working with Clark Gilbert, then a professor at the Harvard Business School, we based our analysis of the industry on the theory of Disruptive Technologies that was developed by Harvards Clayton Christenson. The original contained data specific to the clients who sponsored the report. This is an abridged version.
The recommendations in the report describe the behavior of the local media company sites that have been the most successful since then, and they are as relevant and sound now as they were five years ago.
Learn More * Executive Summary
FREE Download * Full Report
$995.00 Add To Cart Who's sharing $7.5 billion in local online advertising this year? Newspaper sites' ad share has been slipping fast as competitors step up their online initiatives. We detail revenues for more than 2,800 local Web sites with per-site revenues, market share, and categories of revenue, plus local online ad-spending estimates for 211 DMAs, with breakouts for banners and listings, paid search, e-mail advertising and online video advertising in those markets.
Learn More * Executive Summary
FREE Download * Full Report
$995.00 Add To Cart At
$31 billion this year, automotive is the #2 advertising category. The online segment, currently at $2.8 billion, will hit
$4 billion in three years and be the second largest in auto ad spending. The most disruption is at the local level, especially in used-car marketing. New-car devotes 5.6% of its ad budget to online media, while used-car dealers spend 19.6% of ad budget. Our report features in-depth analysis of local trends, 11 charts and graphics, and 5 appendices of detailed data on new-car, used-car and private-party ad spending from 2001 and forecast through 2011.
* Executive Summary
FREE Download * Full Report
$995.00 Add To Cart This report examines a local advertising category that has suddenly popped up on the radar screen -- video advertising. We believe this sector is on track to hit $5 billion in five years and will account for more than one-third of local online advertising. Believe it or not, newspapers lead the way in this category with $81 million, mainly in video classifieds, or "long-form" infomercials. This is more than local TV stations made in 2006.
This report contains video advertising estimates for 210 local markets in 2006 and projections for this year. We also detail the types of businesses buying into this form of of online advertising and size up the competitors.
* Executive Summary
FREE Download * Full Report
$995.00 Add To Cart TV Web Revenues & Online Ad
Spending Projections for 210 Markets.
We compiled this report for the Television Bureau of Advertising (TVB) that benchmarks TV station Web revenues. It's being distributed to TVB members, and we're making it available to all Borrell Clients and subscribers exclusively.
* Full Report
Subscriber Only Our annual report on recruitment advertising documents a hallmark year for online: For the first time, recruiters are spending more on online media than they are in any other form, including newspapers. At $5.9 billion in 2006, the recruitment sector represents one-fourth of all Internet advertising. This report documents the growth, offers projections to 2011, and analyzes some startling information on job-seekers showing that the vast majority do not use online media in their search.
* Executive Summary
FREE Download * Full Report
$995.00 Add To Cart
Free Downloads
* 2008 U.S. DMA Ad Spending
FREE Download * Most Interesting Charts of 2007
FREE Download * WebSegment Sample
FREE Download * Media Profile Sample
FREE Download * Borrell Ad Estimate Methodology 2007
FREE Download * Borrell Associates - Media Category Definitions
FREE Download * Ad$pend Sample
FREE Download * Web Audit Sample
FREE Download Free Download. Please Fill out the form below.
* Borrell's Client Services
FREE Download * Sales Training Details
FREE Download
2006 Releases
This report contains city-by-city estimates for:
1. Spending by national advertisers on online ads, paid search and e-mail to reach local markets.
2. Spending by local advertisers in each market on online ads, paid search and e-mail advertising.
3. Spending on national and local online promotions (contests, couponing, sweepstakes, etc.) for each market.
* Full Report FREE Download
Local online advertising will grow 31 percent in 2007, hitting $7.7 billion. Local paid search, already approaching $1 billion this year, will mushroom by 86 percent in 2007, to $1.8 billion. Local e-mail advertising will grow to $233 million, a 54 percent increase. Our annual budgeting report details which ad categories are growing fastest, and offers ad-spending projections for 210 local markets.
* Executive Summary
FREE Download * Full Report
$995.00 Add To Cart While real estate advertising has remained stagnant at $11.6 billion, several dynamics indicate that dramatic changes are beginning to occur. Home sales have slowed down, meaning agents have more inventory to advertise but less money to spend on that marketing. Despite the hype about Internet advertising, there is plenty of room for growth: Most agents don't even have a Web site or advertise online. Online real estate advertising will grow to a $2 billion category this year and swell to $3 billion by 2010, surpassing the longtime leader, newspapers.
* Executive Summary
FREE Download * Full Report
$995.00 Add To Cart Local media continued to plow resources into their Internet operations in 2005, hiring more salespeople and redoubling their Web initiatives. Meanwhile, the major portals did their best to "get local," also seeking to connect with local businesses that last year spent $4.8 billion on Internet advertising. Our fourth annual benchmarking report examines revenue, expense and other financial data for 2,466 local media Web sites in the U.S. and Canada.
* Executive Summary
FREE Download * Full Report
$995.00 Add To Cart The search engines have begun pick-pocketing local media, offering a new form of targeted advertising that is luring dollars from real estate, automotive, legal and other advertisers. This report tracks local search spending through 2010, examines key categories where local advertisers are spending the most, and offers recommendations for local media companies wanting to ride the bandwagon. An appendix lists paid-search spending projections for 210 local markets.
* Executive Summary
FREE Download * Full Report
$995.00 Add To Cart Online recruitment advertising nearly tripled last year to $3.5 billion, fueled in part by the proliferation of niche job boards. Our new report dissects how this phenomenon is affecting local markets as free sites like Craigslist and regional job sites take hold.
Click here to hear one of our analysts discuss this report.
* Executive Summary
FREE Download * Full Report
FREE Download As 2005 ended, many stations seemed to have caught the Internet bug. As a whole, stations increased their online ad share two points over the past 12 months. Some station groups are now generating millions from their Internet operations. As 2006 begins, the future looks bright. TV Web sites are budgeting an average 45 percent growth, a figure that might help them steal even more market share.
* Executive Summary
FREE Download * Full Report
FREE Download For your presentations, a powerpoint with a few charts and graphs from our major reports published in 2005. Slide titles include, among others: Local Online Advertising Growth: 2000-2006, Media Segments Competing for Online; 2005, CAGR for Online Revenue '01-'04
* 2005/2006 BASIC ONLINE SPENDING DATA - CHARTS AND GRAPHS