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Benchmarking Local Online Media: 2010 Revenue Survey
Borrell Associates Inc, March 2011, Pages: 44
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 expenses
- Revenue from employment, auto and real estate advertising
- Ad revenue from:
- National sales
- Streaming audio
- Streaming video
- E-mail
- Paid search
- Mobile applications
- Percentage of revenue derived from banners and pop-ups
- Percentage of revenue driven from “up-sold” broadcast or print advertising
- Number of online-only salespeople
- 2011 budget projections for all of the above
The publisher solicits participation by telephone and e-mail and supplement information with additional phone or email interviews. Participation is voluntary and without incentives. It is also confidential. They do not furnish the names of participating companies, nor do they reveal market-specific data in such a way as to identify participants.
By combining this information with Local Ad Spending Report (LA$R™) estimates for each market, the publisher is able to offer a market-by-market glimpse at how these local media operations are competing for local online ad dollars. A list of local online ad spending by market is in Appendix B. These estimates are what they use for advertising share analysis for 2011. The Appendix also offers the market-bymarket estimates on what businesses are spending this year on online coupons — an expenditure that is not considered “advertising” and thus is broken out separately.
A description of the report's methodology for compiling advertising and promotional spending estimates can be found in Appendix D.
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