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What Local Media Sites Earn: 2007 Survey
Borrell Associates Inc., June 2007, Pages: 41
This is Borrell Associate's fifth year conducting this survey. Each year we've broadened our base of participants and sharpened our focus on what to ask and how to ask it. That is to say, the survey is a work in progress as we try to paint an accurate picture of what's happening with local Internet advertising. The survey, like local online advertising, continues to evolve.
This report analyzes Web revenues for 2,855 local media properties . about 26 percent more than last year.
The breakdown is as follows:
Site Owner
Daily Newspapers 740 47.5%
Weekly Newspapers 252 2.4%
Radio Stations 1,260 17.0%
TV Stations 570 63.3%
Independent Local Sites 33 Na
The newspaper and TV data are projectable because of the large sample size. As with previous surveys, the benchmarking for radio stations must be continue to be viewed as analysis .for stations that sell advertising on their Web sites. And not for all stations. We continue to collect data for weekly newspaper and independent local sites for anecdotal purposes but we are unable to project those results to the full population of weeklies and independent sites.
For the first time, we have been able to collect significant data on Canadian media - 233 sites in all. The database encompasses 61 TV stations, 65 weekly newspapers, 104 daily newspapers and 3 independent Web sites. This sample size has given us highly projectable results for Canada.
This year's survey was modified slightly from previous year's surveys. We omitted entries for advertising CPMs and for ad revenue from automobile dealer associations, and this year we split out ad revenue from video or audio streaming. to include separate entries for video and audio. We did not include analysis in this report on all data collected, but will do so throughout the year in other published reports.
This year's survey requested information from 2006 on:
-Online revenue
-Online expenses
-Revenue attributed to employment, automotive and real estate sales
-Revenue attributed to national advertising sales
-Revenue attributed to streaming audio
-Revenue attributed to streaming video
-Percentage of revenue driven by .up-sold. print or broadcast advertising
-Percentage of revenue derived from banners and pop-ups
-Number of dedicated (online-only) salespeople
-2007 budget projections for all of the above
By combining the information with our WebAudit spending estimates for each market, we are able to get a market-by-market glimpse at how well these local sites are competing with the pure-play Internet companies for local ad dollars. Participation was confidential. We therefore do not furnish the names of participating companies, nor do we reveal market-specific data.
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