“these compass numbers look wrong” compass user group webinar 01/04/2012
TRANSCRIPT
“THESE COMPASS NUMBERS LOOK WRONG”
Compass User Group Webinar01/04/2012
www.borrellassociates.com
General categories of objections
“You show too much local spending in this medium!”
“You don’t show enough local spending in this medium!”
“You show too much local spending by this category!”
“You don’t show enough local spending by this category!”
www.borrellassociates.com
Compass vs. traditional perspectives
Borrell data is advertiser-centric, not media centric Local advertiser spending, not local media company
revenue
Different definitions of “local advertisers” Geographical SIC/NAICS codes
More competitors than you think Different treatment of co-op spending
www.borrellassociates.com
Let’s review: “Local ad spending”
Spending that is from advertisers with a physical location in a market and that is directed to consumers who are also in that market.
www.borrellassociates.com
Sources of “too much” local spending
Local advertisers buying ads from media companies that are not located in the market but serve it
Local advertisers using out-of market TV and radio stations to reach local consumers
More media companies in the market than you usually think about
E.g., Newspapers: national, ethnic, college, neighborhood, military, etc.
More SIC groups in our definitions of some business category than in yours
www.borrellassociates.com
Sources of “not enough” local spending
Co-op advertising Appears to be local but is not, by our definition Jewelry, Automotive, Retail Home Improvement, … Local + national total may look more familiar
Major “local” advertisers are actually located just outside the market border
Spending by local advertisers targeted out-of-market
Narrower definition of category SIC groups by Borrell
www.borrellassociates.com
Example: Automotive
Spending by local dealers
In-market, out-of-market
Spending by regional dealer associations
Spending by manufacturers
Spending by private parties