Borrell Creates 'Digital Marketing Regions'

Borrell DMRs

BORRELL ASSOCIATES has created a new media industry geography called DIGITAL MARKETING REGIONS (DMRs), identifying 513 U.S. markets where local businesses concentrate their digital advertising expenditures. Local ad spending levels for any DMR -– as well as for any U.S. county -– can now be seen for free by visiting BORRELL's website.

DMRs range in size from LOS ANGELES, with an estimated $813 million being spent by local businesses this year, to CARLOCK, SD, with $310,000. Although the average DMR includes six counties and has $36 million in locally spent digital advertising, the median DMR has $10.6 million in online ad spending. In one-third of the DMRs, local businesses are spending less than $5 million. Each of the nation’s 3,033 counties falls within one of the regions. The average DMR includes six counties.

"Digital media has been around for 20 years without its own unique market geography, so this is overdue," said EVP KIP CASSINO. "TV has its Designated Marketing Areas. Radio has its ARBITRON markets. Other media use MSAs, CBSAs or a collection of counties to gauge business and consumer engagement. The DMR is uniquely for digital marketing, and especially for those trying to understand what’s happening locally."

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