Mixed Findings For Radio In Borrell's 'Local Advertiser Survey'

Gordon Borrell

The latest BORRELL ASSOCIATES “Local Advertiser Survey” is out with mixed news for radio. The report finds 23% of respondents are planning to “cut or eliminate” radio from their spending plans. The upside? Another 25% say they’re “planning to increase” radio.  

2018 Local Advertiser Survey Highlights:

• Spending on traditional types of media averages 2.7x that of digital
• Avg. SMB employs 7.7 types of marketing; half digital, half traditional
• Traditional media users: 22% plan to increase spending, 24% plan to cut
• Digital media users: 47% plan to increase spending, 10% plan to cut
• Top reason for cutting a particular type of media: too expensive
• Instagram now #2 social platform w/ 50% using it; 23% rate it very high
• 69% of digital ad-buyers use targeting; geotargeting is most prevalent
• 46% of SMBs are trying something new; video is leading choice
• Social media is #1 choice for video distribution
• 51% who use video marketing see it as highly effective

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