1643 Merrimac Trail, Williamsburg, VA 23185
+1 757 221-6641

Crisis Marketing Resources Page

Check out our regularly updated page of recorded webinars, videos, slide decks, podcasts and research. It’s all designed to help agencies, media companies, and marketers navigate the crisis. Go to Crisis Marketing Page
Borrell Associates
We deliver unequaled insights on local advertising and marketing
expenditures for any market.
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Who we are

We are researchers and analysts who track and trend how local businesses are spending their advertising and marketing dollars. Our passion is understanding the nuances of each market to provide an unparalleled set of insights to our clients.

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The meteoric rise of digital advertising over the past five years has forged a new reality for local media companies. Instead of competing, most are now embracing it, driving more than $10 billion in ad sales in 2018. Our comprehensive report includes data that helps companies quantify how well (or poorly) they’re doing compared with peers.

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The meteoric rise of digital advertising over the past five years has forged a new reality for local media companies. Instead of competing, most are now embracing it, driving more than $10 billion in ad sales in 2018. Our comprehensive report includes data that helps companies quantify how well (or poorly) they’re doing compared with peers.

2019_real_estate_outlook_gr

This is our annual outlook for one of the largest advertising segments, the $30 billion real estate industry. After mild growth of about 4% in 2018, we’re forecasting a more tepid 2019 with growth under 1%. The housing market has changed considerably since the Great Recession, and so has the way advertisers spend their money.

We provide in-depth data and insights on local advertising and marketing expenditures
What are SMBs spending? It’s an important question, and we know the answer. We offer data-rich reports for any locality, down to the county level. We are the leading experts in monitoring and forecasting local advertising trends. We track expenditures across all U.S. markets.
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Local Market Data
Our primary product, called Compass, offers actionable guidance on spending by 100 business categories across 33 marketing channels in their local markets.
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Trends & Analysis
We publish analysis-rich IndustryPapers year-round. They track important components of local advertising and marketing, offering data-rich reports and fresh analysis of trends.
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Local Advertising Conference
Each spring we hold the largest gathering of local digital media executives. This premiere event draws high raitings, with 95% of attendees saying they will return.
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Digital Sales Manager

María Armon



"After I shared 'a Compass' report with our Sales Department and highlighted our opportunity within Furniture, Banks/Financial Services and Automotive Sales, we immediately started winning digital business in these categories. In just these three categories, we added over $775K in incremental digital revenue over the previous time period."



"We were able to leverage the Compass information and confidently tell them that the $1k they are spending on digital advertising is only a fraction of what they should be spending on Search alone. This tool is allowing (our) sellers to use fact based information to ask for bigger buys. I foresee that we will have many wins in 2020 because of this tool.”

Lauren Hersey

General Sales Manager


“I have chased a dealership for nearly a year now with no success. After being introduced to the Compass product, I took the information in asking for a meeting, but this time I had valuable information that the GM was very interested in. Simply using the Open the Call script, I was able to (finally!) secure an appointment. "

Heather Wantoch

Heather Wantoch

Heather Wantoch

Local Sales Manager

Local Sales Manager

Local Sales Manager

" I came in armed with compass Borrell data which was exactly what she was looking for. The spend by category both inside and outside our market made the board realize that putting the majority of their ad dollars in tv was not sustainable. There’s a slim to none chance that I would have won this business without compass Borrell data.”

" I came in armed with compass Borrell data which was exactly what she was looking for. The spend by category both inside and outside our market made the board realize that putting the majority of their ad dollars in tv was not sustainable. There’s a slim to none chance that I would have won this business without compass Borrell data.”



" I came in armed with compass Borrell data which was exactly what she was looking for. The spend by category both inside and outside our market made the board realize that putting the majority of their ad dollars in tv was not sustainable. There’s a slim to none chance that I would have won this business without compass Borrell data.”

Leah Raab

Leah Raab

Leah Raab

Digital Specialist

Digital Specialist

Digital Specialist

“I've been working with the owner for 25 years - strictly radio advertiser. She has grown her business to 3 stand alone locations. This year we introduced Targeted Display and addressable geo-fencing to recruit for stylists and technicians, along with her branding schedules on 2 of our radio stations. The Compass helped me convince her to use digital.

“I've been working with the owner for 25 years - strictly radio advertiser. She has grown her business to 3 stand alone locations. This year we introduced Targeted Display and addressable geo-fencing to recruit for stylists and technicians, along with her branding schedules on 2 of our radio stations. The Compass helped me convince her to use digital.



“I've been working with the owner for 25 years - strictly radio advertiser. She has grown her business to 3 stand alone locations. This year we introduced Targeted Display and addressable geo-fencing to recruit for stylists and technicians, along with her branding schedules on 2 of our radio stations. The Compass helped me convince her to use digital.

Theresa Timm

Theresa Timm

Theresa Timm

General Manager

General Manager

General Manager

" I present Borrell's data to all new prospects. This data helps me overcome resistance and provides an opportunity to conduct a customer needs analysis. Potential clients provide critical information about why they advertise or don't advertise when you share Borrell research data. I closed my first three sales positioning Borrell's research data at the beginning of a sales call. “

" I present Borrell's data to all new prospects. This data helps me overcome resistance and provides an opportunity to conduct a customer needs analysis. Potential clients provide critical information about why they advertise or don't advertise when you share Borrell research data. I closed my first three sales positioning Borrell's research data at the beginning of a sales call. “



"I present Borrell's data to all new prospects. This data helps me overcome resistance and provides an opportunity to conduct a customer needs analysis. Potential clients provide critical information about why they advertise or don't advertise when you share Borrell research data. I closed my first three sales positioning Borrell's research data at the beginning of a sales call. “

Theo Hughes

Theo Hughes

Theo Hughes

Account Executive

Account Executive

Account Executive

"His current marketing mix relied heavily on traditional advertising media, whereas his competitors were outspending him on digital. We dissected what would be effective in comparison to the competitive landscape in our market. The advertising expenditures provided by Borrell Compass framed me as a subject matter expert in the client's eyes, and I won his trust (and therefore, his business).”

"His current marketing mix relied heavily on traditional advertising media, whereas his competitors were outspending him on digital. We dissected what would be effective in comparison to the competitive landscape in our market. The advertising expenditures provided by Borrell Compass framed me as a subject matter expert in the client's eyes, and I won his trust (and therefore, his business).”



"His current marketing mix relied heavily on traditional advertising media, whereas his competitors were outspending him on digital. We dissected what would be effective in comparison to the competitive landscape in our market. The advertising expenditures provided by Borrell Compass framed me as a subject matter expert in the client's eyes, and I won his trust (and therefore, his business).”

Elizabeth Jenkins

Elizabeth Jenkins

Elizabeth Jenkins

Media Consultant

Media Consultant

Media Consultant

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