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Benchmarking Local Online Media: 2010 Revenue Survey Product Image

Benchmarking Local Online Media: 2010 Revenue Survey

  • Published: March 2011
  • Region: Global, United States
  • 44 Pages
  • Borrell Associates Inc

How much money does a local online business typically generate? As Borrell Associates' latest benchmarking report shows, it depends on the size of the market and the type of online operation it is. The "Benchmarking Local Online Media: 2010 Survey" examines online revenues from nearly 4,600 local media websites in the U.S. and Canada and offers insights into the money made at local newspaper, TV, radio and pure-play Internet operations (such as City.com, Autotrader.com, Groupon, Craigslist and others). This 44-page industry paper is filled with scatter grams, metrics and other charts designed to help online managers gauge their success -- and the progress of their competitors. Included is an appendix detailing market-by-market national and local online advertising by format (run-of-site banners, targeted banners, video advertising, email, etc.). Also included are market-level estimates for online coupon ad-spending

This is Borrell Associates' ninth year conducting surveys on local online ad revenue. This report analyzes Web revenues for 4,588 local Web properties in the U.S. and Canada.

The surveys request information from 2010 regarding:
- Online revenue
- Online READ MORE >

INTRODUCTION

EXECUTIVE SUMMARY

CHAPTER I: THE LOCAL ONLINE ADVERTISING LANDSCAPE
Fig. 1.1: Local Online Advertising, 2010: Online Held Third-Largest Share
Fig. 1.2: Local Online Advertising, 2015: Online Likely to Dominate
Fig. 1.3: Local Online Advertising: Mobile May Drive Another Uptick Through 2015
Fig. 1.4: Local Online Advertising Shareholders
Fig. 1.5: Largest Local Online Media Companies: “Advertising” Content Dominates
Fig. 1.6: Percent of Gross Advertising Revenues From Online Sales for 28 Local Media Companies

CHAPTER II: BENCHMARKING LOCAL PURE-PLAYS
Fig. 2.1: Pure-play's Share and Formats of Local Online Revenue
Fig. 2.2: Share of Local Online Advertising: Pure-plays in the Mix with Newspaper, TV

CHAPTER III: BENCHMARKING TV STATIONS
Fig. 3.1: Local TV's Share and Formats of Online Revenue
Fig. 3.2: Local TV Web Revenues: Good Growth Since ‘05, but Look for Break-Out in 2012-13
Fig. 3.3: Total Web Revenues for 630 TV Stations, 2010
Fig. 3.4: Average Per-Station TV Web Revenues by Market Size, 2008-2010
Fig. 3.5: TV Sites' Share of Local Online Advertising by Market Size, 2010
Fig. 3.6: Scatter Gram: TV Sites' Share of Local Online Advertising by Market Size, 2010
Fig. 3.7: Scatter Gram: Station Internet Revenue Per TV Household by Market Size, 2010
Fig. 3.8: 22 Markets Where a TV Web Site Beat The Daily Newspaper Site

CHAPTER IV: BENCHMARKING NEWSPAPERS
Fig. 4.1: Newspapers' Share and Formats of Online Revenue
Fig. 4.2: Local Newspaper Online Revenues: Flattening Since 2007, but Good Prospects for Growth
Fig. 4.3: Share of Local Online Advertising By Print Circulation
Fig. 4.4: Scatter Gram: Share of Local Online Advertising For Newspapers by Print Circulation Size, 2010
Fig. 4.5: Scatter Gram: Share of Local Online Advertising For Newspapers by Market Size, 2010
Fig. 4.6: Online Revenue Per Unit Of Print Circulation, 2010
Fig. 4.7: Scatter Gram: Online Revenue Per Unit Of Print Circulation, 2010
Fig. 4.8: 58 Markets Where the Daily Newspaper Beat the Largest TV Site

CHAPTER V: BENCHMARKING RADIO
Fig. 5.1: Radio's Share and Formats of Online Revenue
Fig. 5.2: Local Radio Online Revenues: Comparatively Low, and Little Prospect for Growth
Fig. 5.3: Scatter Gram: Radio Clusters' Share Of Local Online Advertising by Market, 2010
Fig. 5.4: Radio Clusters' Share of Local Online Advertising by Market Size, 2010

CHAPTER VI: CONCLUSIONS AND RECOMMENDATIONS

APPENDICES
APPENDIX A: SURVEY METHODOLOGY & QUESTIONNAIRE
APPENDIX B: 2011 LOCAL ONLINE AD + COUPON SPENDING FOR U.S. MARKETS
APPENDIX C: 2011 NATIONAL ONLINE AD + COUPON SPENDING FOR U.S. MARKETS
APPENDIX D: OUR AD-SPENDING METHODOLOGY

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