Borrell Associates, Inc

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We are experts in local advertising. We help clients gauge ad spending in local markets - especially online advertising - and increase their revenue share by providing detailed ad-spending data, fact-based consultation and sales training.


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Local Market Category Definitions PDF Print E-mail

BORRELLSIC GRP

 SIC CODES INCLUDED NAICS BUSINESS CATEGORY NAME SIC CATEGORY DEFINITION
15 1521-1542 2332 Contractors-Building General contractors and builders that deal primarily with the construction of residential, farm, industrial, commercial or other buildings. General building contractors who combine a special trade with the contracting are included in this category.
17 1711-1799 235 Contractors-Specialty Contractors who provide specialized services related to building construction, including trades such as electrical, carpentry, plumbing, heating, air-conditioning, roofing, masonry, painting and sheet metal work.
41 4111-4173 485 Ground Transportation Businesses providing local and suburban passenger transportation by bus, rail or subway. Includes general and scenic transportation services and related terminal and maintenance facilities.
42 4212-4231 484 Trucking Services Businesses providing local or long-distance trucking or transfer service, or those providing storage of farm products, furniture, household goods or commercial goods of any nature. The operation of terminal facilities for handling freight is also included.
47 4724-4789 5615 Travel Services Businesses providing services incidental to transportation (i.e. Forwarding and packing services). Travel agents, tour operators and the arrangement of passenger and freight transportation are included in this category.
48 4812, 4813 51339 Telecommunications Services Business providing communication services, whether received aurally or visually. This category also includes those providing pager and beeper services, wireless transmission services along with those providing telephone lines and methods of telephone transmission.
49 4922-4971 221 Other Utilities Business providing the generation, transmission and/or distribution of electricity, gas and water. Irrigation, water and sanitary systems engaged in the collection of waste are also included.
52 5211-5271 444 Retail Home Improvement Businesses selling lumber and other building materials (i.e. paint, glass, wallpaper, hardware, nursery items, mobile homes, and lawn and garden supplies. Businesses like hardware stores, nurseries and mobile home dealers are included in this category.
53 5311-5399 452 General Merchandise Stores Department stores, variety stores, general merchandise stores and general stores. For example: Macy’s, Stein Mart, TJ Max, etc.
54 5411-5499 4451 Food Stores-Retail Businesses selling food for home preparation and consumption. Grocery Stores, fruit markets, bakeries and dairy products stores are included in this category.
56 5611-5699 448 Apparel and Accessory Stores-Retail Businesses selling new clothing, shoes, hats and related articles or adornment, along with furriers and tailors who carry stocks of materials. For example: Eddie Bauer, New York & Co., J. Crew, etc.
58 5812-5813 727 Eating and Drinking Places Retailers selling prepared foods and drinks for consumption on the premises. Restaurants, lunch counters and drinking places operated by subordinate establishments are not included. For example: Ruby Tuesday, Olive Garden, Red Lobster, etc.
59 5999, except 5999-01 453998 Miscellaneous Retail Businesses that are in the following categories: drug stores, liquor stores, used merchandise stores, miscellaneous shopping goods stores, non-store retailers, fuel dealers, and miscellaneous retail stores, not elsewhere classified.
60 6011-6099 5221 Banks Businesses dealing with deposit banking and closely related functions. Includes banks, credit unions, savings institutions, and loan brokers.
61 6111-6163 5222 Credit and Mortgage Services Federally sponsored and personal credit institutions as well as mortgage bankers and loan brokers.
62 6211-6289; 7839-09 523 Financial Services Businesses dealing with underwriting, purchase, sale, or brokerage of securities and other financial contracts on their own account or accounts of others. Includes investment advisors and services associated with the exchange of securities and commodities.
64 6411 5242 Insurance Services Agents and brokers dealing with insurance, along with organizations offering services to insurance companies and policy holders.
65 6512, 6512, 6553 531 Real Estate Services Real estate operators, and owners of real property. It also includes cemetery sub-dividers & developers.
70 7011-7032, excludes 7041 7211 Hotels/Motels Commercial and non-commercial businesses providing lodging or lodging and meals, camping space and camping facilities.
79 7922, 7929, 7948, 7992-7999 711 Other Recreation Places Businesses providing amusement or entertainment services, such as music bands, entertainers, other theater products, entertainment groups, racing, public golf courses, coin-operated amusement devices, amusement parks, membership sports and recreation clubs.
80 8021-8049, 8059 62112 Other Medical Professionals Businesses providing specialized medical care, including medical laboratories. Offices of dentists, chiropractors, podiatrists and other specialist practitioners fall in this category.
81 8111 5411 Legal Services Businesses providing legal services and specialized legal services.
82 8211, 8222-8299 114 Other Schools Those providing education and/or vocational and technical training at the elementary through junior college level. This category does not include colleges/universities. Libraries are included in this category.
84 84 71211 Museums, Art Galleries and Zoos Museums, art galleries, arboreta and botanical and zoological gardens.
90 91-97 92 Government Those in the executive, legislative, judicial, administrative and regulatory activities for State, Local, Federal and International governments.
275 275, 2711-2759 511 Print Media Businesses that provide large volume printing services. It includes newspapers, magazines, comic books, statistical reports, trade journals, books, etc.
551 5511, 5521, 5599 4411 Automotive Sales Auto dealers and other businesses selling new and/or used vehicles.
553 5531 except tire stores 44131 Automotive Parts and Supplies Businesses selling new and used automobile parts and supplies. Does not include tire stores.
721 7211-7219 8123 Cleaning and Laundry Services Businesses dealing with the laundries and linen supplies. It includes Laundromats and drycleaners.
737 7371-7374, 7376-7379 514 Computer-related Services Business providing computer repair services, software services, computer programming and other general computer services.
753 7532-7539 8111 Automotive Repair Services Business dealing with the repair and part replacement of automobiles. Includes body shops and general mechanical repair shops.
781 0781, 0782, 0783 56173 Lawn and Landscape Services Businesses dealing in landscape and horticulture services.
809 8051,8052, 8071, 8072, 8092-8099 214 Other Medical Facilities Healthcare facilities that provide intermediate care, skilled nursing care, medical and dental laboratories, dialysis centers and outpatient centers.
4832 4832 513112 Radio Broadcasting Stations Radio stations with and without music formatting.
4833 4833 15312 Television Broadcasting Stations Television broadcast stations. This category does not include cable broadcast stations.
4841 4841 5132 Cable and Other Pay Television Services, TV Services Television broadcast services and stations that charge a fee for their service.
4899 4899 & 7375 514191 DotCom Businesses Businesses that provide communication services for the Internet and information retrieval services.
4911 4911 2211 Electric Power Utilities Businesses that provide electric power services.
5075 5078-5075 42172 HVAC Installation and Repair Businesses that provide plumbing and hydronic heating supplies, along with forced air heating and air conditioning.
5143 5143 42243 Dairy Products Distributors Businesses that provide dairy products that are not dried or canned.
5181 5181 42281 Beer and Ale Distributors Businesses that provide beer and ale products.
5531 5014, 4431-9901 44132 Retail Tires Businesses that sell and repair tires.
5541 5541 4471 Gasoline Service Stations Businesses that provide gasoline at service stations.
5551 5551 441222 Boat Sales and Services Businesses that sell new and/or used boats and those that maintain, store and repair boats.
5561 5561 44121 Recreational Vehicle Dealers Businesses that sell new and/or used recreational vehicles.
5571 5571 441221 Motorcycle-Scooter Retail Businesses that sell new and/or used motorcycles and/or scooters.
5712 5712, 5714 & 5719 4421 Furniture Sales Businesses that sell furniture, draperies and upholstery, and miscellaneous home furnishings.
5713 5713 44221 Retail Floor Coverings Businesses that sell floor coverings.
5722 5722 443111 Retail Major Appliances Businesses that sell appliances (both gas and electric).
5731 5731 443112 Retail Home Electronics Businesses that sell televisions, cameras, gaming devices, and other home electronics.
5734 5045 & 5068 443112 Retail Computers and Software Businesses that sell computer, peripherals, software and accessories online or in stores.
5735 5735 52122 Recorded Music-Retail Businesses that sell records, CDs and other forms of pre-recorded music.
5912 5912 44611 Pharmacies Drug stores and propriety stores selling medication. For example: CVS, Rite Aid, etc.
5921 5912 44531 Retail Liquor Stores that sell liquor.
5941 5941 45111 Retail Sporting Goods Stores that sell bicycles, exercise equipment, team sporting goods, gaming equipment, water sports and general sporting goods.
5942 5942 451221 Retail Books Stores that sell new books.
5943 5943 45321 Office Equipment and Supplies Businesses that sell stationary and office supplies.
5944 5944 44831 Retail Jewelry Businesses that sell jewelry.
5945 5945 44512 Retail Toys, Game, Hobbies Businesses that sell toys, games and hobby items.
5946 5946 44313 Retail Cameras/Photo Supplies Businesses that sell cameras and supplies for photos.
5947 5947 45322 Retail Gifts and Novelties Businesses that sell various gift and novelty items.
5948 5948 44832 Retail Luggage/Leather Goods Businesses that sell leather goods, including luggage.
5949 5949 44513 Retail Fabric Sales Businesses that sell various types of fabric.
5983 5983, 5984 & 5989 45431 Fuel Oil Dealers Businesses that provide fuel and petroleum gas.
5992 5992 45311 Florists Businesses that provide floral arrangements and floral items.
5995 5995 339115 Retail Optical Goods Businesses that sell prescription eyeglasses and contact lenses for individuals.
5999 5999 45311 Retail Pets and Pet Supplies Businesses that sell pets and pet-related supplies.
6351 3651 52413 Bonding/Surety Businesses that provide underwriting for financial responsibility insurance.
6513 6513 53111 Apartment Operators Businesses that operate apartment buildings. Apartment buildings are defined as containing five or more housing units.
7011 7011 72112 Gambling Casinos Facilities primarily offering opportunities for gambling.
7221 7221 & 7335 54192 Photographers Businesses that provide still or video portrait photography for the general public and/or commercial businesses.
7231 7231 812112 Beauty Salons Businesses that provide beauty and/or hairstyling services.
7241 7241 812111 Barber Shops Businesses providing barber and men’s hairstyling services.
7261 7261 8122 Funeral Services Businesses that prepare the deceased for burial, conduct funerals and cremate the deceased.
7334 7334 323114 Photocopy/Quick Printing Services Businesses that provide reproducing services for text, plans, maps, drawings or other copy.
7342 7342 56171 Pest Control Services Businesses that provide disinfecting services for dwellings and other buildings. Includes pest control for termites, rodents and other pests in dwellings and other buildings.
7349 7349 56172 Building Maintenance Services Businesses providing building, cleaning and maintenance services.
7359 7359 95323 Equipment Rental Services Businesses renting or leasing equipment for home cleaning and maintenance, coin operated machines, pallets, aircraft and industrial trucks, electronic equipment, party supplies, home appliances and furniture, animals and plants, musical instruments and other equipment.
7361 4361 & 7363 541612 Employment Services Businesses that provide employment services, except theatrical employment agencies and motion picture casting bureaus. Businesses providing temporary or continuing help on a contract or fee basis are also included.
7382 5999-01 & 7382 561621 Security Products/Services Businesses that provide alarms, fire extinguishers and safety supplies and equipment, along with those that monitor and maintain security systems and devices.
7514 7513 & 7514 5321 Automotive Rentals Businesses that provide short-term rental or long-term leasing of trucks, truck tractors or semi-trailers. This category also includes businesses that provide short-term rental of passenger cars.
7699 7699-11 561622 Locksmiths Businesses that provide lock and key repair and maintenance, including key duplicating and lock and key parts.
7832 7832 51213 Movie Theaters Businesses that show movies in a specified theater location.
7841 7841 53223 Video Tape Rental Centers Businesses that rent recorded video tapes, DVDs, video games and equipment to the general public.
7922 7922 7111 Live Entertainment Producers of live theater and other live performances.
7941 7941 711211 Sports Clubs Businesses that operate and promote professional and semiprofessional athletic clubs; promoting athletic events, including amateur; and managing individual athletes.
7948 7948 711212 Race Tracks Racing tracks and race track operations.
7991 7991 71394 Physical Fitness Facilities Gyms and other facilities offering physical fitness services
7996 7996 7131 Amusement Parks Amusement parks that offer rides and other forms of entertainment. Examples include Six Flags and Disneyland theme parks.
7999 7999 71212 Tourist Attractions Other tourist attractions and recreations services that don’t fall under other categories.
8011 8011 621111 Medical Doctors Licensed practitioners with a M.D. degree and providing the practice of general or specialized medicine and surgery.
8062 8062 & 8069 6221 Hospitals Businesses providing general medical and surgical services along with other hospital services. Includes diagnostic services, treatment and other hospital services for specialized categories of patients. This category does not include mental health services. This category also includes Hospital satellite offices and doctors affiliated with hospitals as well as HMOs and PPOs
8063 8063 6222 Mental Health Services Businesses providing general medical services and diagnostic services along with inpatient treatment for the mentally ill.
8082 8082 & 8361 623 Home Health Care Services Those that provide skilled nursing or medical care in the home under the supervision of a physician. Most Senior living and Retirement Community Ad spending Falls into this category, the rest is under SIC 6513.
8221 8221 6112 Colleges and Universities Colleges, universities and professional schools providing academic courses and granting academic degrees.
8351 8351 62441 Child Day Care Businesses providing care for infants and/or children or in providing pre-kindergarten education. This category does not include babysitting services.
8651 8651 81394 Political Organizations Membership organizations created to promote the interests of a national, state or local political party or candidate.
8661 8661 18311 Religious Organizations Religious organizations operating for worship, religious training, or study, government or administration of an organized religion or for promotion of religious activities and those maintained by religious organizations.
8721 7291 and 8721 5412 Accountants/Bookkeepers Businesses that provide tax return services, accounting services, bookkeeping and related audit services.
23000 ALL OTHER   All Other Business Locations All business locations and categories not categorized elsewhere.
99998 RECRUITMENT RECRUITMENT Includes ad spending engaged in to recruit new employees or fill open positions. This spending is not category-specific; virtually all business categories participate in recruitment advertising.
ALL ALL   MARKET TOTALS Ad spending by all business categories in the market area combined.
B RU 41, 47, 70 and 7011 AIRLINES & TRAVEL Gambling casinos, ground transportation, hotels, motels, and travel services
C RU 551, 5571 and 5561   AUTO Automotive, motorcycle, scooter recreational vehicle sales and dealers
D RU 553, 753, 5531, 5541 and 7514 AUTO AFTERMARKET Automotive parts, supplies, rentals, repair, gas stations and retail tire stores
E RU 275, 4832, 4833 and 4841   BROADCAST & PUBLISHING Print media, radio stations, broadcast TV Stations, cable TV stations and other pay televison services
F RU 42, 737, 7221, 7334, 7342, 7349, 7382, 7359, 8721 and 8661 BUSINESS SERVICES Accountants, buidling maintenance, computer-related services, equipment rental, pest control, copy and print services, photographers, religious organizations, security products and trucking services.
G RU 235 and 2332   CONSTRUCTION Building and specialty building contractors.
H RU 5722, 5731 and 5735 ELECTRONICS Retail recorded music, home electronics and major appliances.
I RU 79, 84, 7841, 7922, 7941, 7942, 7948, 7996 and 7999   ENTERTAINMENT & AMUSEMENT Amusement park, live entertainment, museums, art galleries, zoos, physical fitness facilities, race tracks, sports clubs, tourist attractions, video and DVD rental, and other recreation places.
J RU 60, 61, 62, 64 and 6351   FINANCE, BANKING & INSURANCE Banks, bonding, surety, financial, insurance, credit and mortgage services.
K RU 5712 and 5713   FURNIITURE Furniture Sales and Floor Coverings
L RU 80, 809,8011, 8062, 8063 and 8082   HEALTH CARE Home health care services, hospitals, medical doctors, dentisits, mental health services and other medical facilities and professionals.
M RU 52 and 781   HOME IMPROVEMENT Retail home improvement, floor coverings and lawn and landscape services.
N RU 59, 5551, 5921,5942, 5944, 5945, 5946, 5947, 5948, 5949, 5983, 5992, 5995 and 5999   MISC. RETAIL Boat sales, florists, fuel oil dealers, books, cameras, fabric sales, gifts & novelties, jewelry, liquor, luggage, leather goods, optical goods, pets & pet supplies, toys, games, hobbies and other misc. retail.
O RU 5943 and 5734   OFFICE SUPPLY & COMPUTER Office equipment, computers, software and rentals.
P RU 721, 7231, 7241, 7261 and 7699   PERSONAL SERVICES Barber shops, beauty salons, cleaning and laundry services, funeral services and locksmiths.
Q RU 48 and 4899   TELECOMMUNICATIONS Telecommunications and DotCom businesses.
R RU 5075, 5143 and 5181   WHOLESALE TRADE Beer, ale, dairy product distributors and HVAC Installation and repair.
 
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Current Industry Paper

2013 Update: Assessing Local Digital Sales Forces

Past Industry Paper

Local Online Media: 2012 Revenue Survey

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