Borrell Associates, Inc

Borrell's Automotive report uses data from NADA, Scarborough, Woods & Poole, NIADA, Mannheim Auctions, Dun & Bradstreet, and the U.S. Bureau of Transportation Statistics to create an assessment of new and used vehicle purchasing and associated ad spending at the market level. This report consists of six tables:

• New vehicles unit sales by each of 6 dealer employee ranges for the current year, including average ad spend per vehicle for each range
• Ad spending on new vehicles across 11 media types, broken out by dealers, dealer associations and manufacturers for the current year
• Used vehicle unit sales by franchised dealers and independent dealers in each of 6 employee ranges for the current year, including average ad spend per vehicle for each range
• Ad spending on used vehicles across 11 media types, broken out by franchised dealers and independent dealers for the current year, with wholesale, retail and casual sales breakouts
• Backcast/forecast of ad spending on new cars annually from 2000 through 2014 across 11 media types, broken out by dealers, dealer associations and manufacturers
• Similar backcast/forecast for used vehicles, broken out by dealers and private party
  

A Vertical Ad Spend report is available for each of the major classified verticals (Real Estate, Recruitment and Automotive). These reports provide detailed ad spending information related to the vertical across 11 media categories including Interactive. They feature sales information related to the vertical. They also provide ad spend forecasts so that managers can make decisions based on trends. A vertical’s report can produced for any local market definition (DMA, county, city, ZIP code).

These reports will help you understand the movement of ad dollars in your market and assist in determining market-specific goals. These reports will allow you to measure the ROI in the vertical.

We hear it all the time -- business owners are overwhelmed by the ever-growing number of online advertising choices and desperately need expert guidance. Our new ad-spending report, Compass, is the solution that helps point local business in the proper online advertising direction. It also gives account executives the information they need to identify new prospects and convert them into sales.

For each of 210 Designated Market Areas, the DMA Ad Summary shows:

• Total local and total national online ad spending reaching the market
• Total local and total national non-advertising marketing spending reaching the market

The Detailed version also shows a breakout for both national and local spending on:

• Each of four online ad formats – Standard (banners), Direct (e-mail), Search, and Video

For each of 100 business categories, Forecaster shows spending on ads in 11 media types by local and non-local businesses, for the current year and five years out. Position yourself to benefit from trends and identify target ad sales categories

• Current and 5-year forecast of spending on ads reaching your market by businesses located both inside your market and outside, across each of 11 media types
• Forecast change in spending on each medium over the next five years, in percent and share point
  
• Local ad spend per employee lets you model the ad spending of a specific prospect

Using Scarborough Research data projected onto your market, the iMAP consumer profile shows:

• High-level market demographics
  
• Home/work/other  Internet access
  
• Home Internet connection types
• Percent visiting newspaper, TV and radio sites

The iMAP Ad Spending tab shows:

• Spending for total offline and total online advertising for the current year and 5 years from now
• For both years, online ad spending across four major online formats (Banners, Search, E-mail, Video)
• Top 10 business categories for local online ad spending, with share of total local spend going to online
  

They detail the revenue opportunities and give managers a foundation for making consultative sales presentations to prospects in those categories. The ad spend figures can be used to budget sales and estimate ROI for your online operations.

Conversely, the report also presents the amounts that each advertising medium receives from each of the business categories, with a summary of their relative shares of total ad spending. Both views give separate estimates of spending by advertisers located inside and those located outside the market.

This report takes the “Interactive” line item from the LASR and breaks it out for each of 100 business categories by the four online formats we currently track: Banners, Search, E-mail and Video. It adds a 5-year forecast for spending on each of these formats, and includes spending for online promotions and online public relations.

Like the LASR, the LOAD can be configured to focus only on Small- & Medium-sized Businesses, or only on businesses that are locally owned and operated within a given market.

The Media Usage Report provides a snapshot of local media usage – including newspapers, coupons, online services, and overall broadband/Internet usage – in a defined market. This report also illustrates the levels of online spending by consumers on key items such as clothing, computer software, books, etc and the leading reasons for visiting Web sites. We use a combination of Scarborough Research’s data (updated twice a year) and the Claritas PRIZM cluster segmentation.

The WebAudit™ provides a detailed look at a local online ad market at both the strategic and the tactical level. This includes local online ad shares by type of site operator (pure-play, newspaper, etc.) and comparison of their site with its peers.

Our recruitment report uses data from the U.S. Bureau of Labor Statistics, Scarborough Research, Dun & Bradstreet, and SRC DemogaphicsNow to estimate the amount of locally generated recruitment activity expected in a market during the year. The table estimates the number of job openings by six skill levels in 22 employer categories, and estimates the amounts that are being spent on advertising to fill those jobs in 5 media and 4 non-advertising recruiting channels.

The report projects recruitment spending back one year and out five years, by year, for each of the nine marketing channels covered by the report. It also looks at monthly variation – averaged over 7 years – in job openings in each of those employer categories.

In two pages, Snapshot gives you a broad picture of overall ad spending patterns in your market.

• Current spending directed to your market from businesses located inside your market as well as those without a presence there
• Spending breakouts across 11 media types let you compute market shares for your company and your competitors
• Local media market shares compared to US averages
• The 10 business categories that spend the most on ads to reach your market, with their share of your market compared to their share of the U.S. market

For the U.S. and a whole, about one third of the money spent on interactive services goes to online advertising and promotions; the rest goes to services needed to build and maintain web sites.  TIER divides interactive services spending into nine specific categories, based on data from Dun & Bradstreet. Companies in any of these business categories will find this research particularly valuable:

• Online service providers
• Internet connectivity services
• Internet host services
• Proprietary online service networks
• Electronic mail
• Data communication services
• Data base information retrieval
• Online data base information retrieval
• Online services technology consultants

The Overview splits the market’s spending on these services between local and non-local providers, and shows how it breaks out across 16 business size groups. The rest of the report consists of 100 separate tabs, each devoted to one business category and showing

• Spending on these services by size range, with the number of business units and employees in each range
• Spending on these support services vs. online advertising and promotions
• Spending on each of the service categories, with average per-employee and per-location spending
  

TRIPWIRE allows you to generate accurate sales forecasts for your business or product line – quarter by quarter through 2011. It has three parts:

• PART I allows you to calibrate the model to reflect your past sales results
• PART II calculates a mathematical forecast, based on the trend of your sales history
• PART III allows you to modify the mathematical forecast, based on local events and trends