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2017 LOCAL FRANCHISE ADVERTISING TRENDS

Local franchise operations can be perplexing to media companies and ad agencies. Some spend millions on local advertising, while others ride along on national brand campaigns and don't spend a penny locally. This report, based on our survey of 500 franchisees, examines what they're spending, where they're spending it, and how that's changing

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AND THE AWARD GOES TO ...

This year's winner of the Borrell Award of Merit is Esteban Lopez Blanco of Entravision Communications. The announcement was made Monday, March 6, in New York at #LOAC2017 before a crowd of about 400 media executives. Blanco was cited as an "internal guiding force" within the Hispanic broadcast company, and hailed by Entravision's CEO for his "talent, vision and creativity."

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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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Advertising Conferences

Local Online Advertising Conferences

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


Local Market Data


Our primary product, called Compass, gives media 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 both online and mobile 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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