Co-op advertising dollars go unused each year because small businesses are not always aware of the programs available or are unable to navigate the co-op advertising process.
In the Local Commerce Monitor™ (LCM) report, Co-Op Programs & Small Businesses, BIA/Kelsey examines the advertising opportunity and preferences of SMBs that use co-op advertising funds. The report includes how much they plan to spend on both traditional and digital channels now and in the future. It also identifies key selling opportunities, including which industries use the most co-op advertising
The data are from the LCM Wave 21 (Q3/2017) survey of 1,000+ SMBs. For this study, SMB is defined as a business with one to 100 employees. LCM draws its sample of business respondents from a mix of nationally-scoped MSAs, which include first – and second-tier markets.