When it comes to co-op advertising, there is much discussion around the roughly $70 billion in annual co-op funding available in the U.S. While not every SMB sells brands that offer these kind of programs, almost half do and only a fraction are taking advantage.
According to an LSA and Manta joint study, 43% of U.S. SMBs sell brands that potentially qualify for co-op funding. In other words, almost half of SMBs are at least in the discussion for co-op advertising.
2010 Census data found there were about 28 million SMBs in the U.S. Using the 43% figure above, about 12 million (likely less) SMBs may have co-op advertising available to them. It is up to local media and marketing sellers to discover the co-op opportunity with each SMB and take advantage of these funds accordingly.