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2018 Local Political Advertising Outlook

This is our final analysis of what happened in 2017, and our look-ahead for 2018. In short, 2017 was a record year for an "odd" post-Presidential Election year, and 2018 is likely to follow that trend, with $8.5 billion forecast for spending on mid-term elections.

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Forget those marketing predictions from industry gurus. Here is what's on the minds of those who really matter: The advertisers themselves. We asked their predictions for 2018 and got some surprising results. Is social media worth the investment? Will newspapers fade away? What do they think of Amazon?

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Ad Spending at the Local Level

What are SMBs spending? It’s an important question, and we know the answer. We offer data-rich reports for any locality, down to the county level. We are the leading experts in monitoring and forecasting local advertising trends. We track expenditures across all U.S. markets. Our offerings include:

  • Online access to data & forecasts for any locality
  • Ongoing surveys of SMB spending trends
  • Subscription to monthly reports & webinars on key trends
  • Consulting & Presentations

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Join our email list to receive the most up-to-date research news. Be among the first to receive notification of new reports, webinars, and the latest in industry trends and information.

Advertising Conference

Local Online Advertising Conferences


Each spring we hold the largest gathering of local media's digital executives. This premiere event draws very high ratings, with more than 90% of attendees saying they plan to return. The event is at the Grand Hyatt in New York City.  In addition to networking opportunities, this event offers exposure to who’s successfully navigating the complex digital landscape, seizing the greatest market share of both audience and ad dollars.





Local Market Data

The Compass Report


Our primary product, called Compass, gives companies actionable guidance on spending by 100 business categories on 33 marketing channels in their local markets. Borrell clients use Compass to identify and size opportunities, track market shares, get more sales appointments and become stronger marketing consultants.

Trends & Analyses

Borrell Industry Research Papers


Subscribe to a variety of analysis-rich Industry Papers that cover topical issues in local advertising, often in the framework of how those trends affect traditional media. Topics include annual outlooks on key verticals (automotive, real estate, and recruitment) and subjects driven by industry trends.

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Screenshot from our Interactive DMR Spending Map




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