Advertising and Marketing Behaviors of 20-99 Employee Businesses


Examine the advertising and marketing opportunity of larger local businesses with 20 to 99 employees. From our survey of local business advertising and marketing, this BIA SAM™ report looks at where these local businesses spend the most, as well as the top channels for marketing and advertising.  Additionally, it looks at their use of non-advertising business tools and their future plans for advertising. Get a better understanding of how this group uses local media sales and agencies and how they spend their current and future ad budgets on digital and traditional channels.

BIA’s SAM™ survey of advertising and marketing tracks more than 45 different media platforms that fall into these top-level groups:

  • Online (e.g., search, display ads, blogs)
  • Traditional (e.g., direct mail, newspapers)
  • Broadcast
  • Video (e.g., website videos, YouTube)
  • Mobile (e.g., search, SMS, display)
  • Social (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Local directories (print and online)

This report delivers the SAM results from larger small businesses with 20 to 99 employees to explore their spend behavior, preferences in advertising and future marketing plans.  It includes charts and data, along with strategic and sales strategies that provide the following information and more:

  • Spend and use of media including mobile and social
  • Future ad spend
  • Spend on updating digital properties
  • Ad-related services used
  • DIY vs. managed services for digital advertising
  • 12-month marketing priorities
  • Media selling strategies for local TV, local radio, local newspaper and digital firms to increase their sales opportunities with very small businesses

Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to local businesses
  • Senior leaders evaluating opportunities in the local marketplace
  • Any executive with a role in selling digital or traditional media products
  • Anyone focused on the trends and direction of small businesses