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2016 Local Advertiser Survey

Results Are In

Local Advertiser Survey Powerpoint

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Download an exclusive subscriber-only report that reviews the major findings. Powerpoint or PDF formats available.

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Local Advertiser Survey Infographic

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More Insights

In addition to the full survey, we're offering results from 29 other cross-tab results. Select one from the list below to see some of what we found. Subscribers can purchase the cross-tabs or the full survey for half off!

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  • Full Survey Results
  • 01.Planning to Increase Ad Budgets

    There were 1,066 respondents. Some insights:

    Get contacted more (32 calls/mo. vs 25 for all SMBs)

    Buy more types of media (9.8 vs 5.5 for all SMBs)

    2x more likely to increase online spending

  • 02.Buyers of Streaming Video Advertising

    There were 1,494 respondents. Some insights:

    Biggest buyers are retailers

    Are big radio & TV advertisers

  • 03.Buyers of Local Programmatic

    There were 1,258 respondents. Some insights:

    22% buy ads on Instagram

    53% less likely to buy TV advertising

  • 04.Yellow Pages Advertisers

    There were 2,073 respondents. Some insights:

    41% plan to decrease or eliminate directory spending

    31% more likely to buy ads on newspaper website

  • 05.Local Radio Advertisers

    There were 2,677 respondents. Some insights:

    37% more likely to increase online ad spending

    42% more likely to buy sponsorships

  • 06.Real Estate Agents & Brokers

    There were 290 respondents. Some insights:

    Buy from fewer media companies (3 vs 5.5 for all SMBs)

    71% buy newspaper print ads

  • 07.Local Auto Dealers

    There were 140 respondents. Some insights:

    Avg. 84 calls/mo. from ad reps (vs 25 for all SMBs)

    See TV reps as more digitally savvy than all other media reps

  • 08.Local Ad Agencies

    There were 351 respondents. Some insights:

    3x more likely to use digital ad network for cross-site buying

    Rate TV sales reps significantly higher for digital savvy

  • 09.Local Retailers

    There were 1,223 respondents. Some insights:

    30% are using mobile coupons

    74% have mobile-optimized website

  • 10.Buyers of Social Media Ads

    There were 1,349 respondents. Some insights:

    More than half (55%) also buy radio spots

    More than two-thirds (68%) use event marketing

  • 11.Social Media Enthusiasts

    There were 3,579 respondents. Some insights:

    61% use event marketing

    67% see social media engagement as a success metric

  • 12.Planning to Re-Do Website

    There were 1,986 respondents. Some insights:

    24% more likely to increase online spending

    25% more likely to be on YouTube

  • 13.Local TV Advertisers

    There were 1,589 respondents. Some insights:

    71% are buying banner ads

    48% are purchasing online video

  • 14.Local Cable Advertisers

    There were 1,409 respondents. Some insights:

    73% are buying radio ads (vs. 39% for all SMBs)

    83% utilize geotargeted online ads

  • 15.Local Cinema Advertisers

    There were 310 respondents. Some insights:

    81% buy newspaper ads

    Twice as likely to buy online video ads

  • 16.Direct Mail Advertisers

    There were 2,270 respondents. Some insights:

    65% also buy email advertising

    40% more likely to increase online spending

  • 17.Restaurant & Bars

    There were 224 respondents. Some insights:

    81% are buying social media ads

    34% using online coupons

  • 18.Local Franchises

    There were 500 respondents. Some insights:

    Avg. ad spend is $176,144/yr., 66% more than avg. SMB

    51% bought Search Engine ads in 2015; 78% plan to buy in 2016

  • 19.Local Healthcare Businesses

    There were 842 respondents. Some insights:

    Get called on less (18 ad-sales calls/mo. vs 25 for all SMBs)

    Less likely to see social media as significant source of leads

  • 20.Inclined to Buy Digital

    There were 4,628 respondents. Some insights:

    35% more likely to advertise in local theaters

    26% more likely to buy Facebook ads

  • 21.Local Magazine Advertisers

    There were 2,455 respondents. Some insights:

    Buy from 9 different media cos. (vs. 5 for avg. SMB)

    75% more likely to buy outdoor or cinema advertising

  • 22.Mobile Ad Buyers

    There were 1,261 respondents. Some insights:

    Get contacted more (48 calls/mo. vs 24 for all SMBs)

    140% more likely to buy YouTube ads

  • 23.Local Newspaper Advertisers

    There were 4,068 respondents. Some insights:

    22% more likely to increase online spending

    17% more likely to use event marketing

  • 24.Local Nonprofit Advertisers

    There were 1,273 respondents. Some insights:

    Avg. ad spend is $85,155/yr 24% less than avg. SMB

    2x as Likely to consider events as major lead source

  • 25.Local Out-of-Home Advertisers

    There were 1,328 respondents. Some insights:

    2x more likely to be called on by ad-sales reps

    61% plan to increase online ad spending

  • 26.$1 Million-Plus in Revenue

    There were 2,866 respondents. Some insights:

    Heavier buyers of broadcast and digital advertising

    More likely to increase digital spending in 2016

  • 27.Tiny Local Businesses

    There were 3,579 respondents. Some insights:

    Get fewer ad-sales attempts (20 vs 25)

    Buy from fewer media companies (3.6 vs 5.5)

  • 28.Building/Home Service Advertisers

    There were 450 respondents. Some insights:

    52% have bought search engine listings

    36% have purchased SEO services

  • 29.Financial Services Advertisers

    There were 243 respondents. Some insights:

    56% consider their website to be a non-essential part of their company

    45% plan on spending on direct mail

Now that you've seen the results...

Take a look at what we asked!

Download The Questions

Hear about the Methodology

Hear about the Panel

So who participates in this survey?


businesses COMPLETED the 42 question survey


have under 25 employees


have been in business for over 10 years


are individually owned


have a gross annual revenue of less than $1 million


plan on maintaining or increasing their level of advertising spend

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