Thursday, February 18, 2016

Borrell Associates To Unveil Top Digital Performers

Borrell Associates will be releasing their Annual Benchmarking Report in 10 days during the opening of the 2016 Local Online Advertising Conference.

Wednesday Borrell offered a preview. The chart above is for mid-size markets, showing how top performers are beating their peers by as much as tenfold in terms of digital revenue. The average TV station in a midsize market, for instance, generated $1.8 million in digital revenue in 2015, while the top-performing station in that market grouping generated $9.4 million.

Other findings from our upcoming benchmarking report:
  • In terms of total digital revenue, newspapers dominated in 2015. The average newspaper across all market sizes made 5x more digital revenue than the next-closest media competitor (radio, TV, yellow pages, cable systems or pureplay Internet companies.
  • In terms of the number of competitors plying local markets, pureplay Internet companies dominated large markets but were almost non-existent in smaller ones. In the smallest markets, yellow pages companies were dominant sellers of digital advertising.
  • In terms of digital growth last year, pureplay companies dominated while many traditional media companies hit a wall. Several newspaper companies saw digital sales go flat or decline; large yellow pages companies like Dex Media saw double-digit declines. This is the "digital divide" we predicted two years ago.
The full report, assessing digital revenues for more than 10,000 local media properties, will be available to subscribers next week. Details will be unveiled on Feb. 29 at the opening of #LOAC2016 in New York. We've got a Who's Who of local media attending, including many companies who we believe are building media companies that will survive and thrive in our new digital-centric advertising

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