According to BIA’s 2018 Survey of Advertising and Marketing activities, two-thirds of marketing dollars are being used on local media and the remainder is being spent on promotions. For businesses with 500 or more employees, this spending averages $4.48 million for advertising and $2.18 million on promotions. So what local media is getting the bulk of the cash?
The new BIA report says the top five media for advertising and promotion include targeted social ads, email, direct mail, direct home, and mobile location aware. No word yet on where radio came in on the new report. That information should be available in the next week.
Those businesses in the top category, (500 or more employees) had average total marketing (advertising plus promotions) budgets of $6.66 million, of which 67.3 percent ($4.48 million) was spent in the past 12 months on advertising. Businesses in the next category, 100-499 employees, spent an average of $259,000 in their total marketing budget, of which 61.5 percent was spent on advertising.
The 2018 U.S. SAM™ survey uses a sample of 1,500 businesses of all sizes doing local advertising and promotions, including local, regional, and national businesses for insights into historical and intended marketing practices.
