Borrell Releases 'Addressable Market' Local Ad Data for 513 Cities

WILLIAMSBURG, VA, May 25, 2017 -- Borrell Associates, the premier provider of local advertising data to hundreds of companies in North America, has released a new set of data for 513 cities that estimates how much digital advertising is available to local sellers inside a market.

Borrell’s estimates show that community-based print, broadcast, and cable companies are getting a healthy $12 billion in digital advertising, or 18% of all digital advertising sold in their markets. In markets where media companies are more aggressively tackling digital media and where large internet pureplay companies haven’t concentrated, local media’s addressable market is nearly one-third of all digital advertising sold. Shares vary market to market.  Some examples:

• Little Rock:  $33.2 million available, or 15.6% of all digital spending
• Fresno:  $44 million, or 22.9%
• Los Angeles:  $747.5 million, or 18.5%
• Tallahassee:  $18.3 million, or 14.7%
• Trenton:  $27.9 million, or 16.6%
• Massena, NY:  $5.1 million, or 31.0%
• Wilkes-Barre:  $67.2 million, or 17.4%
• Atlanta:  $323.4 million, or 17.4%
• Portland, ME:  $26.8 million, or 13.0%
• Lake Tahoe:  $33.4 million, 17.6%
• Columbine, CO:  $4.2, 30.7%
• Louisville:  $69.7 million, 17.0%
• Utica, NY:  $11.1 million, 15.8%
• Minneapolis:  $199 million, 19.3%

“These estimates are immensely important to companies trying to leverage a seat on the digital bandwagon,” said Gordon Borrell, CEO of the 16-year-old ad-tracking company.  “Many companies see Google and Facebook taking big chunks of the pie, and they just give up. Now they have a realistic view of all the dollars that are absolutely attainable, and they can aim not only accurately, but higher.”

In addition to Addressable Market data, the company took the extraordinary step of estimating “Highest Achievable Revenue” numbers for any one media company in each market. The numbers range from the low millions to more than $50 million in markets like Dallas, Chicago, New York, and Washington.  The numbers represent what the highest-grossing local media company in terms of digital ad revenue could be making in that market. The estimates are derived from Borrell's database of digital ad revenue for more than 10,500 media entities it tracks across U.S. and Canadian markets. 

Borrell released the data in its Compass product, an online database of ad-spending information for 21 million U.S. businesses across more than 3,000 U.S. counties.  Additional information can be found in the company’s free online access, found at www.borrellassociates.com/dmr.  General information can be found on Borrell’s website at www.borrellassociates.com.

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http://www.globenewswire.com/NewsRoom/AttachmentNg/b45bacba-f2a9-471a-970c-afbde1636910

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A photo accompanying this announcement is available at http://www.globenewswire.com/NewsRoom/AttachmentNg/62e783e4-8108-4c2b-8b1a-b627030c70df

Abby Sineni
Borrell Associates Inc.
757-221-6641
[email protected]