 Local Commerce Monitor Wave 15 Plus Spender Highlights
Steve Marshall, 9/5/2012
EXECUTIVE SUMMARY:
This report presents the findings from our LCM Plus Spender sample, surveyed along with the Core sample in Q4, 2011.This is a ‘companion piece’ to the LCM Wave 15 Highlights published previously. That first report presented the findings from our Core sample of SMBs, which on average, spent just over $3,000 on advertising and promotion in 2011. Due to strong interest from our clients in higher-spending SMBs, we added the Plus Spender sample two waves ago. To be included in the Plus Spender survey, an SMB must be spending at least $25,000 annually on advertising and promotion. In the Plus Spender sample that accompanied the Wave 15 survey, the average annual spending was about $70,000, or $5,800 per month.
Both the Plus Spender and Core samples were given the same survey questionnaire, which covers ad spend, media usage, media performance assessment, Web presence and sales channels.
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