Last month, Stat Corner reviewed the ad spending of independent mechanical repair facilities. This month, we'll take a look at collision repair data.

According to the 2003 "How's Your Business?" survey, collision businesses spent an average of $17,053 in 2002 on various types of advertising. Of the 42 percent of collision businesses reporting an increase in sales (up an average of 12 percent), 40 percent attributed the increase to marketing and advertising.

Looking at advertising for collision businesses by region, the West tends to spend a bit more on advertising than the rest of the country ($17,595). This is followed by $17,500 in the South, $17,415 in the Northeast and $15,960 in the Midwest.

With the average customer base extending 27 miles, and 47 percent of the customer base being composed of new customers, it is easy to see how essential advertising and marketing is to a successful business.

The Yellow Pages still holds the top advertising position, selected by 85 percent. This is followed by word of mouth (84 percent), community involvement (55 percent), newspaper (34 percent) and radio (30 percent). Other elements of advertising statistics, along with a profile of the customer, can be found in the "How's Your Business?" report in the December 2003 issue of AutoInc.

If you are an ASA member planning your spring advertising campaign, ASA may be able to assist by providing you with a free demographic market profile.

Stat Corner is written by Denise Caspersen, ASA's research management specialist. She can be reached at (800) 272-7467, ext. 236.

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