Comparing SMB Ad Spending Data

MarketingCharts presents the recent Kelsey data (n=300) on SMB advertiser attitudes toward future ad spending:

Source: Kelsey Group/MarketingCharts (8/08, n=300)

Opus Research (home of my Local Mobile Search program) has also recently completed an as-yet-unpublished but fairly comprehensive SMB advertiser survey, as a follow up to a similar study conducted last year. The survey was administered by AllBusiness.com in August.

Here were the results of the question: Indicate which of the following best reflects your thinking about your ad spending in the next 12 months.

Source: Opus Research/AllBusiness.com (8/08, n= 1908)

The top answer was “moving more budget online” followed by a “no change” response. Interestingly, 21% of this sample said it would “spend more on traditional media.”

The two directly comparable data points in the surveys (spending maintenance or reduction) are directionally consistent. It’s important to note that these data (both Opus and Kelsey) are attitudinal and don’t reflect actual ad spending behavior. But they suggest that the majority of SMBs aren’t dramatically cutting back on marketing in a weak economy — so far.

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