Co-Op Programs & Small Businesses


Co-op advertising dollars go unused each year by small businesses because small businesses are not always aware of the co-op advertising programs available or are unable to navigate the co-op advertising process. BIA/Kelsey’s proprietary small business data in this report includes a data trove of insights on small businesses that use co-op dollars as part of their advertising and marketing activities and identifies key selling opportunities, including which industries use the most co-op advertising. BIA/Kelsey’s report also looks at franchisees’ use of co-op advertising. This report answers why small businesses that use co-op advertising use traditional media at a higher rate, if they use digital agencies or prefer to do it themselves along with other key topics like usage of social media, coupons and what they spend on 55+ different marketing products. Small businesses that use co-op advertising make hard choices about what channels to use and how much invest in advertising via co-op. This BIA/Kelsey report can help marketers and sales size the current (and future) opportunity, optimize sales channels, find new selling opportunities and create attractive selling strategies to target co-op advertising dollars.

Product Description

The Small Businesses that use Co-op Programs for Advertising report includes data from BIA/Kelsey’s Local Commerce Monitor survey of small businesses. BIA/Kelsey’s data in this report on co-op advertising includes small businesses usage and spend on advertising on more than 55 different media platforms, which fall into these 10 top-level advertising and marketing groups:

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

Who Should Read Small Businesses That Use Co-Op Programs For Advertising

  • Franchisors, franchises focused on the trends and direction of co-op advertising
  • Executives in charge of co-op advertising and/or product development targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling co-op advertising, traditional advertising or digital advertising
  • Franchisors, franchises focused on the trends and direction of co-op advertising