BIA/Kelsey Survey: Plus Spending SMBs Increasing Their Ad Budgets in 2017 to Include 21 Different Media

CHANTILLY, Va.--()--New findings from BIA/Kelsey's research, Local Commerce Monitor™ (LCM), reveal that more than 60 percent of "Plus Spender" small and medium-sized businesses (SMBs) are intending to increase their advertising and marketing spending in 2017. This group of higher spending SMBs continues to add media to their advertising mix and now use 20.8 different media and platforms, including a number of new online categories BIA/Kelsey is tracking for the first time.

LCM is the firm's proprietary survey of SMBs to track the advertising and spending intentions of both Plus Spenders (SMBs that spend at least $25,000 a year) and Core Spenders (SMBs that spend less than $25,000).

“SMBs are benefiting from the lower costs of digital media, as well as the opportunity to do more of the implementation themselves,” said Celine Matthiessen, vice president analysis and insights, BIA/Kelsey. “The key takeaway for businesses pursuing this segment of SMBs is that they are investing the savings back into their advertising and marketing plans, which opens up opportunity for new types of digital services."

The survey reveals that Plus Spender SMBs are split between preferring Do-It-Yourself digital advertising services, 39.0 percent, and Do-It-With/For Me solutions, 37.0 percent. The top 10 media used for advertising and promotion include: Direct mail (66.3%), IYP (61.8%), Facebook (61.5%), website video (54.8%), community sponsorships (54.8%), Facebook ads (54.0%), Email (53.8%), giveaways (52.5%), cable (51.3%) and magazines (48.3%).

When asked which advertising results were important, the top three results ranked over 50 percent, indicating specific ROI expectations:

  • Emails (53.0%)
  • Website Traffic/Clicks (51.5%)
  • Phone Calls (50.5%)

Results from BIA/Kelsey's LCM Wave 20 survey will be profiled at LOCAL IMPACT Dallas during the session, Getting Inside the Minds of SMB Advertisers. More details here.

Two reports available for purchase: condensed report, Plus Spenders SMBs TRENDS and complete survey and findings, Plus Spenders SMBs REPORT.

About BIA/Kelsey

BIA/Kelsey (@BIAKelsey) offers a broad range of research, consulting services and conferences to traditional and new media companies. LCM is the company's ongoing survey tracking 50 different media and platforms used by SMBs for advertising, marketing and promotion. Learn more at


Robert Udowitz, 703-621-8060

Release Summary

BIA/Kelsey's Local Commerce Monitor reveals that more than 60% of "Plus Spender" small and medium-sized businesses (SMBs) are intending to increase their advertising and marketing spending in 2017.


Robert Udowitz, 703-621-8060