© 2008 Borrell Associates Inc. The Digital Transition: Opportunity Knocks March 27, 2008 TVB Annual Marketing Conference Gordon Borrell, CEO, Borrell Associates.

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Presentation transcript:

© 2008 Borrell Associates Inc. The Digital Transition: Opportunity Knocks March 27, 2008 TVB Annual Marketing Conference Gordon Borrell, CEO, Borrell Associates Inc.

Used with permission. © Cartoonbank “Hi, my name is Barry. I check my two to three hundred times a day”

© 2008 Borrell Associates Inc. Third Annual Web Benchmarking Report Download at:

© 2008 Borrell Associates Inc. Our Research Online ad spending data for any locality Sales data from 3,100+ local Web sites Quarterly Delphi Panel surveys Ongoing in-market sales consulting Supplemental survey of 195 TV sites

© 2008 Borrell Associates Inc. Local TV Web Revenues, 2003 through 2010

© 2008 Borrell Associates Inc. Local Online Ad Share Picture is Changing $2.7 billion $7.6 billion Source: 2008 Borrell Associates pts.

© 2008 Borrell Associates Inc. Total Web Revenues for 351 TV Stations, 2007 Source: Borrell Associates. n=351

© 2008 Borrell Associates Inc TV Web Revenue By Market Size Source: Borrell Associates Inc. n=351 Median Share of Local Online Advertising 1.8%

© 2008 Borrell Associates Inc. Benchmarking: Share of Local Online Advertising by Market Size Source: Borrell Associates. n=375 The Green Zone Average

© 2008 Borrell Associates Inc. Green Zone Performers Have... Online-only sales staff Non-traditional customer base Amazing thirst for data Consultative sales strategy Charge (much) higher rates Lots of sales training, re-training

© 2008 Borrell Associates Inc Revenue for Local Sites With and Without Dedicated Sales Reps 2007 Revenue for Local Sites With and Without Dedicated Sales Reps Source : Borrell Associates Inc revenue survey, n=347

© 2008 Borrell Associates Inc. Other Findings 12% from classified verticals Banners on news, weather rule Most inventory sold on flat rates 75% say at least half is unsold Video pricing varies wildly Local CPM ~ $13

“Sir, the following paradigm shifts occurred while you were out.” Used with permission. © Cartoonbank.com Perry Sook Dave Lougee John Wallace