Reports
Browse by Report
Browse by Category
2010 Political Advertising Outlook: The Endless Campaign
It’s an “even” year, which means another uptick in political advertising. That’s good news for broadcasters – where most of political advertising winds up – and good news for just about everybody else, too, because of a recent Supreme Court ruling that should open the door to about $400 million more political ad spending this year. A decade-long uptick in political spending has forced a crooked smile on our forecast. It starts at $4.2 billion this year and zig-zags up to $41 billion in the 2012 presidential election year. Online is still barely 1% of all political advertising, just $44 million this year. Our 24-page report includes 12 charts and an appendix estimating political ad spending in each of the 210 DMAs.
Total votes: 0Compass Market Data Report
Introducing the Borrell "Compass" market data report. This local market ad spending report combines all the data in Borrell’s LA$R and LOAD reports in a format that is much easier for account reps and sales managers to use.
1. Identify target business categories with one click
2. Automatically generate charts and tables for sales presentations
3. Create a "sales conversation starter" sheet for each prospect
The Compass is very intuitive to use – download the sample below, take it for a spin, and let us know what you think.
Strategic Use of the Compass report
The Compass identifies the strengths and weaknesses of 10 competing media types in your markets. Discover categories that are likely to be good sales prospects for whatever medium you are selling, and which online ad formats, (Display/Listings, E-mail, Video, Search), will see the most growth in your markets.
For strategic planning, the Compass is especially useful to publishers, ad directors, marketing directors, and product developers.
Tactical Use of the Compass report:
The Compass allows you to estimate a prospect’s ad budget and allocation so you know what you are selling against before you walk in the door. It will estimate what a prospect is spending on each of four online ad formats; Display/Listings, Email, Video, Search. Also allows sales staff to practice consultative sales as the Compass gives the advertiser a benchmark to gauge their advertising spend. This tactical data can be worked into your ad sales presentations to make them more informative and compelling for individual prospects.
2010 Online Marketing Expenditure Forecast by DMA (Jan '10)
The totals-only data report offers a glimpse of all 210 DMAs, providing you with National Ad Totals, Local Ad Totals, and Ad Spending projections for Total Online Ad Spending, Total Online Non-ad spending, and our Total Online Projected spending.
The full data report includes the totals-only information as well as a more granular look at the different components of online ad spending in each market. These are looked at in three views - the National Advertising dollars per DMA, and Local Advertising dollars per DMA, and the Mobile ad spending per DMA.
Real Estate Outlook 2010 (Jan '10)
Has the mighty real estate advertising category peaked out for online media? Our "2010 Real Estate Outlook" describes major trends in spending by agents, brokers, apartment owners and mortgage lenders and issues our forecast for this year. This ad category declined 20% last year, from $24.4 billion to $19.6 billion. We're forecasting a mild bounce back in 2010 at 3% growth. Our annual assessment of this important category describes the situation and offers 20 charts and graphs detailing how real estate ad dollars are shifting. It also includes appendices offering detailed data on U.S. ad spending in this category, as well as a market-by-market estimates of national and local spending for 210 cities. Don't forget to sign up for the Webinar to discuss this report on Thursday, 2/4, 2pm to 3pm ET for just $75 (free for subscribers).
What's On Sale?: Coupons and Sales Circulars Move Online (Dec '09)
Coupon use is up an amazing 36% over last year, but retailers are beginning to increase their use of the Internet as a distribution channel, particularly for higher-priced items. While the Internet still accounts for less than 5% of all coupon redemptions, Internet coupons represent 20% of the value of those redemptions. Our latest research quantifies why so many media companies are redoubling their efforts on launching coupon and shopping Web sites and mobile applications.
Local Mobile Advertising Comes Of Age (Dec '09)
‘Tis the season for giving, and in that spirit Borrell Associates is pleased to make our 2010 mobile ad-spending estimates for more than 200 local markets our holiday gift to you – along with a little analysis as to what to expect next year. It’s free
Recruitment Advertising: 2010 Outlook - A Jobless Recovery (Nov '09)
Our latest report details the decline in online recruitment advertising this year, but we forecast a 20% increase for 2010. This report, "Recruitment Advertising Outlook 2010: A Jobless Recovery," comes with an Appendix that details local online ad spending projections by online ad formats (display, paid search, e-mail and video) in over 900 local markets.
Total votes: 1Auto Advertising: 2010 Outlook - Running On Empty (Nov '09)
Our new report, "Auto Advertising Outlook 2010: Running on Empty," brings good news for online advertising in 2010. Meanwhile, the rack publications and yellow pages will continue taking it on the chin. Overall, we expect the total U.S. ad spend for new cars to rise to $19.2 billion from the low of $18.4 billion in 2009.
Total votes: 1Classifieds Ad Spending Tables Q3 2009: Automotive
These reports provide detailed U.S. automotive ad spending information for 2009 related to each classified 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. In addition, a vertical report can purchased for any local market definition (DMA, county, city, ZIP code). (These are PDF versions; Excel spreadsheets are available also by contacting us.)
2010 Outlook: Local Interactive Advertising (Oct '09)
It may be a horrible year for advertising overall, but not for local online – and certainly not for some companies seeing double- and even triple-digit growth for local operations. Local online advertising is growing at a 12% clip this year, and we’ve taken a look at 2010 and expect further growth. This report forecasts 2010 local online sales to hit $14.9 billion, or 5% higher than where we’re expecting things to end up this year. While mobile is a hot topic, we’re projecting it to be a relatively small category locally – only $500 million – in 2010.
2009 Interactive Marketing Expenditures by DMA (Q2 2009)
Set your ad budget with confidence. Get newly released 2009 marketing expenditures for every DMA in our Interactive Marketing Expenditures Forecast report.
Media Usage: 2009 R1 Total US
This United States overall Media Usage Report provides a snapshot of local media usage – including newspapers, coupons, online services, and overall broadband/Internet usage. 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.
Back From the Brink - Newspapers Stop Their Slide (Aug '09)
While everyone’s been writing the obituary for the newspaper industry, our numbers are showing something entirely different. We’re expecting U.S. newspapers to see a decline in 2009, then a mild rebound over the next five years. Our latest projections call for a 2.4% increase in newspaper advertising in 2010, and low single-digit increases for several more years. Download our free memo describing our projections. We also offer a market-by-market estimate for newspaper spending in 2009 and 2014 for $295.
2009 Projections: Identified US Social Network Ad Spending
Download our free 2009 ad spending projections for 118 social networking sites.
Total votes: 6Economics of Search Marketing (Jun '09)
In our latest research and analysis paper we discover the local search-advertising marketplace may be headed for a shakeout where less-sophisticated affiliates and resellers of search advertising could see their business models collapse and their advertisers flee. Scooping up the business will be savvy affiliates and resellers who are able to optimize SEM performance through software tools and reporting that show actual ROI to advertisers.
Direct Mail Falls, E-mail Soars (May '09)
The Internet has put another print medium in its crosshairs: direct mail. The popularity of e-mail marketing is set to skyrocket as a result. This report details our forecast for a dramatic 39% drop in direct mail and corresponding rise in e-mail advertising – which was already at $12.1 billion last year. E-mail, in fact, quietly became the No. 1 interactive advertising format last year, surpassing banners and search advertising.
What Local Media Web Sites Earn: 2008 Survey (May '09)
Last year $12.6 billion was spent in online advertising by local advertisers. Sales were dominated by pure-play Internet companies with no ties to legacy media However, for the first time since we began tracking local shares in 2001, pure-play companies lost ground. It’s all outlined here in our 7th annual revenue survey of over 6,000 local Web sites.
Main Street Goes Interactive: How small businesses are spending their online dollars (Mar '09)
Are small- and medium-sized business owners changing their spending habits? Are they abandoning traditional media for the Internet? Is the recession a tipping point for their ad spend?
Online Marketing Expenditures by DMA – 2008 Final Estimates - (Feb '09)
For our 2008 Q4 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 complete version 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.
Classifieds Ad Spending Tables: Automotive, Real Estate & Recruitment
These reports provide detailed U.S. ad spending information for 2008 related to each classified 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. In addition, a vertical report can purchased for any local market definition (DMA, county, city, ZIP code). (These are PDF versions; Excel spreadsheets are available also by contacting us.)
2009 Interactive Marketing Expenditures by DMA (Q1 2009)
Set your ad budget with confidence. Get newly released 2009 marketing expenditures for every DMA in our Interactive Marketing Expenditures Forecast report.
2009 Outlook: Local Interactive Advertising - (Nov '08)
2009 will be the first in many in which some components of interactive advertising show little or no growth, or may even decline. The changes foreseen are not cyclical, and show no sign of improving quickly, irrespective of upward movement in the nation’s economy.
What’s A Web Site Worth? Valuation Metrics For Local Web Sites - (Sept '08)
The oldest newspaper, radio, TV and “city.com” Web sites turned 14 years old this year. In that short time span they have evolved from being interesting experiments to become their parent organizations’ center of attention and financial saviors. Some of them now generate millions in revenue and significant profits, and have high potential for continued growth – begging the question of just how much these local Web sites might be worth.
