tvb roll-up smb advertisers survey first half– 2011

TVB ROLL-U

P

SMB A

DVERTISERS S

URVEY

FI R

ST

HA

L F– 2 0 1 1

Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011

Background And Methods

• Research co-sponsored by TVB and Borrell Associates

• Surveys conducted between Nov. 2010 and July 2011

• Fielded more than 1,000 completed interviews

• Respondents solicited from stations’ current, past and potential client base

• Email respondent lists were compiled by participating stations

• Sample includes only businesses who actively pursue or have considered

pursuing some type of paid advertising and marketing

• Typical response rates were between 10% and 20%, with a 66% completion rate

• Respondents were offered the incentive of winning an iPad

Further information and details available at www.borrellassociates.com or by emailing [email protected].

http://www.borrellassociates.com/

mailto:[email protected]


Top 5 Take-Aways

For TV Clients & Prospects

1. High-growth may be imminent in digital budgets

2. Advertisers are under tremendous sales pressure

3. Website, social networks & email top online mktg. efforts

4. Social and mobile are key growth areas

5. Consultative sales approach hold big opportunity


Significant Variation In Total Buys

3.2 4.0

4.5 4.7 4.7

4.3 5.1 5.1

6.3 7.1

6.6 7.2

5.2

- 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0

Other Finance

Fitness

Restuarants

Retail

Health Care

Insurance

Auto Services

Real Estate Sales/Rent

Auto Sales

Banks & Credit Unions

Travel/ Tourism

Entertainment

ALL DATA

Selected Verticals – Mean Respondents Media Bought

Q 1. To begin, in how many different media outlets do you currently advertise?Respondents = 6,177


MEDIA BUY PATTERNS BY SAMPLE BASE

5

None of the above

Other (please specify)

Telemarketing

Cinema

Outdoor and Out of Home

Directories (Yellow Pages, etc.)

Other Locally Distributed Print Pubs

Cable TV

Direct Mail

Local Daily, Weekly, etc. Newspapers

Radio

Online/Digital

Broadcast TV

0% 10% 20% 30% 40% 50% 60% 70% 80%

1%

8%

7%

9%

44%

45%

47%

49%

51%

60%

67%

68%

70%

None of the above

Other (please specify)

Cinema Ads

Telemarketing

Broadcast TV

Cable TV

Outdoor and Out of Home

Radio

Directories (Yellow Pages, etc.)

Direct Mail

Other Locally Distributed Print Pubs

Online/Digital

Local Daily, Weekly, etc. Newspapers

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

3%

10%

4%

5%

18%

20%

22%

38%

43%

47%

48%

61%

77%

Print Sample TV Sample


Strong Expectations for Online/Digital Spending

Q4. Compared to 2010, do you think your spending will grow, stay the same, or shrink in the following categories in 2011?TVB Q2 Respondents = 656

0%

10%

20%

30%

40%

50%

60%

70%

12%8%

2%

31%

25%21%

14%

8%

20%

62%

4%

13%

33%

41%

31%

43%

37%

47%

36%

10%

34%

24%

12% 12%

2010 to 2011 Ad Spending Change

Grow

Stay the Same

Growth Expectations Dramatically Higher For Online/Digital Spend (Q1/Q2-11)

Media Type Grow Stay the same Shrink Will Not Buy Diff: Grow/:Shrink

TV Data TV Data TV Data TV Data TV Data

Online/Digital 60% 25% 3% 8% 57%

Broadcast TV 31% 46% 10% 9% 21%

Cable TV 26% 38% 8% 20% 18%

Radio 22% 44% 16% 11% 6%

Direct Mail 21% 38% 13% 20% 9%

Outdoor and Out of Home 14% 37% 10% 29% 4%

Local Daily, etc,/Newspapers 12% 36% 32% 16% -20%

Other Locally Distributed Print Publication 8% 45% 19% 22% -11%

Cinema 8% 14% 3% 62% 5%

Telemarketing 4% 18% 2% 63% 3%

Directories (Yellow Pages, etc.) 3% 33% 32% 28% -29%

Other 14% 20% 2% 36% 11%

Q 4. Thinking of your total advertising budget, as compared with 2010 do you think your spending will grow, stay the same, or shrink in the following categories in 2011:

Max TVB Respondents = 585 Source: © Borrell Associates, Inc. SMB Survey TV B Q1-Q2 2011


Local Online Media By Wave

Local Online MediaAll Data

Response Percent

Print Q4 2010 Print Q1 2011 Shift ALL TV

TV - Broadcast station Web site 8% 8% 9% 1% 50%

Internet sites (Non-major media) 40% 35% 42% 6% 41%

Radio station Web site 13% 12% 14% 2% 27%

Local daily newspaper Web site 32% 29% 33% 5% 27%

Yellow Pages (YP.com) Web site 18% 17% 19% 1% 21%

TV - Cable TV Web site 7% 5% 8% 3% 21%

Local Business Directory online listings16% 14% 17% 3% 15%

City or lifestyle magazine Web site 11% 8% 12% 4% 11%

Local weekly/non-daily community newspaper Web site13% 10% 15% 6% 10%

Will not place any banner or online display ads or listings with LOCAL AREA MEDIA

28% 36% 24% -11% 17%

Other (please specify) 7% 5% 8% 3% 9%

answered question8261 3002 5259 691

Q 6. In which of the following local area online media do you expect to advertise in 2011 through paid banner, sponsorships, or other display or listing advertising?

PRINT Respondents = 8,261/ TVB Respondents = 691

ONLINE MARKETING BY MEDIA SOURCE (Q2 DATA ONLY)

9

Print TV TV : Print Difference

Maintain a Web site 87% 90% 3%Use Social Networks .. to promote your business /services 64% 72% 8%

Email marketing/promotion 44% 53% 9%Place ads directly with Facebook 27% 35% 8%Write a blog focused on your business or services 24% 31% 7%Online Video 24% 38% 14%Mobile device advertising 22% 33% 11%Online coupons 22% 25% 4%Sell goods over the Internet 20% 23% 3%

Banner/ROS/Display 19% 38% 19%Paid Search/Keywords (AdWords) 19% 35% 16%

Digital "Deal of the Day" programs like Groupon 13% 15% 2%

Craigslist offerings of current inventory 12% 13% 1%“Virtual coupons” for mobile devices 10% 14% 5%Other online listings as classifieds 10% 9% -1%Postings on local/national sites like Yelp 10% 13% 4%Geo-, behavioral, or other Targeted Display 9% 25% 16%Ebay offerings of current inventory 5% 7% 2%None of the above 5% 3% -2%Other (please specify) 1% 2% 0%

Mobile & Social Gain Interest

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

21%

29%

7%

41%38%

31%

6%

27%

34%

47%

13%

28%

18%

Changes in Online Advertising Spending for 2011

IncreaseStay the SameDecrease

Q 26. Thinking about your company's investments in ONLINE advertising and marketing, what changes do you expect in your spending for 2011? TVB Q2 Respondents = 410

Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011


Importance of Factors in Deciding Where and How to Purchase Online Ads

Metri

cs deliv

ered

CPM/P

rice

Audience deliv

ered at

site/n

etwork

Availa

bility o

f behav

ioral, g

eo-, or o

ther t

argeting

Ad trac

king d

ata

Contextu

al disp

lay

Expecte

d ROI

Delivery

of a new au

dience0%

10%

20%

30%

40%

50%

60%

70%59% 61% 60%

46%

57%

31%

59%

51%

Importance of Deciding Where and How to Purchase Online Ads

Very importantSomewhat importantNot very importantNot at all important

Q 23. How important are the following factors in deciding where and how to purchase online advertising: TVB Q2 Respondents = 365

Clients Are Under Tremendous Sales Pressure

2%

6%

3%

2%

4%

6%

15%

22%

39%

3%

0% 10% 20% 30% 40% 50%

Don't know /Not sure

50 or more

30 to 49

25 to 29

20 to 24

15 to 19

10 to 14

5 to 9

1 to 4

None

Spoken with

Q7. In an average month, how many total attempts do you think are made to speak with or reach you about any advertising opportunity of any sort? TVB Respondents = 662Q8. In an average month, with how many advertising sales people do you speak, in person or on the phone, among these in-coming efforts? TVB Respondents = 678

Sales approaches per month 25

Newspaper

30TVB

Sales pitches taken per month 7

Newspaper

11TVB

Source: © Borrell Associates, Inc. SMB Survey TVB Q2 2011


Info Sources Used to Find Out About New Ad & Marketing Opportunities

Friends a

nd family

Business

associa

tes

Loca

l busin

ess orga

nizations

Ad agencie

s

Newspap

er sale

s repre

sentati

ves

Other p

rint m

edia sal

es repre

sentati

ves

TV sa

les repre

sentati

ves

Radio sa

les repre

sentati

ves

Online/T

echnology

compan

y sale

s repre

sentati

ves

Other t

ype of sa

les orga

nization re

prese

ntative

s

Vendors

Corporat

e Train

ing

Trade Asso

ciations

Conventions/C

onference

s

Customers

and cl

ients

None of above

Other

0%

10%

20%

30%

40%

50%

60%

70%

80%

30%

73%

33%

23%

34%

22%

58%

46%

28%

9%

30%

10%

22%26%

40%

4% 6%

Types of Information Used to Find out About New Ad/Marketing Opportunities

Q 9. Which of these types of information sources do you use to find out about new advertising and marketing opportunities? TVB Q2 Respondents = 488


How Do Most New Customers Hear About You

Q 30. Which of the following sources best provide you with new customers? That is, how do people most often hear about your services and products who have not shopped with you or visited your business before?

[Select all that apply.] TV Respondents = 427

Company W

eb Site

Direct

Mail

Email

mark

eting

Events

Industry o

rganiza

tions

Outdoor/B

illboard

Print n

ewspap

er ads

Other p

rint m

edia ad

s

Professi

onal re

ferrals

Radio ad

s

Referrals f

rom fri

ends and fa

mily

Referrals f

rom oth

er custo

mers

Online Ads

Socia

l media

TV ad

s

Yellow Pag

esOth

er0%

10%

20%

30%

40%

50%

60%

70%60%

25%20%

34%

15%20%

24%

11%

31%37%

48%

61%

13%

26%

46%

14%8%

The Opportunity Exists for Reps to “Act as Agency”

9%

2%

5%

14%

46%

25%

0% 50%

Don't know

No TV Rep

Not at all confident

Not very confident

Somewhat confident

Very confident

All TV Confidence as Agency

Q 10. How confident would you be in advice your TV representative might be able to offer on opportunities to place advertising in other media, including online, as part of a package that TV rep was selling to you?

Print N Q2 = 1,326/TVB Respondents = 665

Source: © Borrell Associates, Inc. SMB Survey TVB First Half Q1 – Q2 2011

9%

5%

5%

15%

47%

19%

0% 50%

Don't know

No TV Rep

Not at all confident

Not very confident

Somewhat confident

Very confident

All PRINT Confidence as Agency

More “Listening” Could Be Done

2%

2%

15%

54%

28%

0% 20% 40% 60%

Don’t know

No effort at all

Not very much effort

Some effort

A great deal of effort

ALL TVListening Efforts as Consultants

Q 11. In general, how much effort do you think advertising sales people put into listening to you and understanding your particular business needs?Print Q2 N = 1,322 / TVB Q2 Respondents = 483


5%

2%

19%

52%

22%

0% 20% 40% 60%

Don’t know

No effort at all

Not very much effort

Some effort

A great deal of effort

Q2 PrintListening Efforts as Consultants

Social Network Adoption

26%43%43%

51%50%

62%65%

76%73%

75%74%

83%64%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Finance/OtherAuto Services/Other

Banks & Credit UnionsInsurance

Health Care / ALLReal Estate Sales/Rent

Retail / ALLRestuarants

Auto SalesRecreation

Travel/ TourismEntertainment

ALL DATA

Selected Verticals – Have SN Site or Page

Does your company maintain a Social Network site or page? PRINT Respondents = 4,979

Source: © Borrell Associates, Inc. SMB Survey Print Surveys Q1 2011

Mobile Advances Rapidly Following on the Social Network Growth

But relatively few — overall, one in five— have acted, as yet…

Q 18. Has your company been pitched by any advertisers to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months? TVB Q2 Respondents = 471

Q 20.Have you conducted any advertising or marketing campaigns using mobile platforms in the past 12 months? TVB Q2 Respondents = 468

Source: © Borrell Associates, Inc. SMB Survey TVB Q2 2011

Yes

No

Don't know

61%

33%

6%

Has your company been pitched by an advertiser to conduct mobile based campaigns?

Yes No Don't know

23%

74%

3%

Have you conducted any advertising or marketing campaigns us-ing mobile in the past year

Inaction May Be Caused By Concerns About Using Mobile Effectively

4%

22%

31%

34%

10%

0% 10% 20% 30% 40%

Don't know

Not at all familiar

Not very familiar

Somewhat familiar

Very familiar

TV Sample Familiarity with Mobile Options

Q 19. How familiar are you with the alternatives available in how you might advertise or market your business using mobile devices (Smartphones, iPads, etc.)?

Print Q2 N = 1,287 / TVB Respondents = 470


5%

21%

26%

27%

12%

0% 10% 20% 30%

Don't know

Not at all familiar

Not very familiar

Somewhat familiar

Very familiar

Q 2 Print Sample Familiarity with Mobile Options

Action Is Likely To Take Place Sooner Rather Than Later

9%

19%

30%

28%

19%

0% 5% 10% 15% 20% 25% 30% 35%

Don't know

Not at all likely

Not very likely

Somewhat likely

Very likely

2 0

How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers in 2011?

Q 2 Print N = 1,286 / TVB Respondents = 468

TV ALLLikelihood of Mobile Usage


12%

19%

32%

25%

13%

0% 5% 10% 15% 20% 25% 30% 35%

Don't know

Not at all likely

Not very likely

Somewhat likely

Very likely

Q2 PrintLikelihood of Mobile Usage


Type of Business

Question # 38

Independent Franchise Larger Corp Other0%

10%

20%

30%

40%

50%

60%

70%65.9%

9.6%

15.4%

9.1%

Business Type


QUESTIONS?

Contact:

Greg Harmon

Senior Research Analyst

Borrell Associates, Inc

[email protected]

415-566-4348

mailto:[email protected]

THANK YOU!

[email protected]

www.borrellassociates.com

tvb roll-up smb advertisers survey first half– 2011

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