Understand what makes small-business marketers tick with BIA/Kelsey’s proprietary annual survey, LCM.

Local Commerce Monitor™ (LCM) is BIA/Kelsey’s proprietary annual survey of small and medium business marketers. The survey tracks SMB advertising and marketing spending, web footprint, media performance assessments, and opinions about key topics like emerging media and sales channels. For this survey, “SMB” is defined as a business having from 1 to 100 employees.

Accessing the Research

LCM Wave 21 was conducted in Q3 2017 via an online survey of over 1,000 SMBs. The research is published via reports or through a subscription to BIA ADVantage. Three recently published reports include:

  • LCM Plus Spenders (advertisers spending more than $25,000/year)
  • LCM Core Spenders (advertisers spending less than $25,000/year)
  • Small Business Advertising & Marketing Trends (Full survey)

Subscribers of BIA ADVantage can view the research immediately from the online dashboard. Reports are available for purchase.


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UpdateLCMPics
What LCM Tracks

LCM covers 50+ different media and platforms used by small businesses for marketing and promotion. The survey is updated annually.

Top-level media segments covered include:

  • Social Media
  • Digital Search and Display
  • Mobile
  • Email marketing & CRM
  • Loyalty Programs & Transactions
  • Video
  • TV & Cable
  • Radio and Streaming audio
  • Print and Digital Directories
  • Direct Mail
  • Newspapers & Magazines
  • Deals & Coupons
  • Giveaway Items
  • Community Sponsorships
Who It's For
  • Product  & Marketing  Managers
  • PR and Communications Managers
  • CMOs
  • Businesses Development Directors
  • Sales Managers
  • Sales Training Directors
  • Anyone building a business among SMBs
How It's Used
  • Product Road maps and new product feature developments
  • Sales training programs and tools
  • Sales training programs and tools
  • Market sizing and marketing opportunity strategies
  • Supports PR initiatives
  • Market planning and selling strategies
  • New market or product entry strategies
  • Industry marketing and sales tools

Download Extract

Get a sneak peek of the data inside LCM. Download an extract from the LCM Wave 19 Core Spenders report. (Core spenders spend less than $25K per year on advertising and marketing.)

Infographics (Click to expand)
Methodology

BIA/Kelsey conducts the Local Commerce Monitor annually, online, with research partners. For the study, a small business is defined as a business having from 1 to 100 employees. LCM draws its sample of business respondents from a mix of nationally scoped MSAs, primarily based on first- and second-tier markets. Findings are weighted to reflect the incidence of small businesses by size bracket, according to size bracket data provided by the U.S. Bureau of the Census.

Core Spenders

Small businesses that
spend less than $25,000 annually
on marketing and promotion.

Plus Spenders

Small businesses that
spend a minimum of $25,000 annually
on marketing and promotion.