Understand the methodology behind the numbers
Our "numbers" come from a model of marketing spending that has been under development – and in use by media companies – since the 1990s. Kip Cassino started combining data sources to produce models of market spending activity when he worked at Knight Ridder. When he predicted the imminent collapse of the classified advertising franchise he was rewarded for his foresight with a pink slip. He founded Ad Audit Services and sold his estimates to a variety of media companies.
When Ad Audit Services added Internet advertising to its estimates, Borrell Associates became its client – and very soon its largest client. In 2005 Borrell Associates purchased Ad Audit Services, and Kip became our Senior Vice President of Research.