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Media Buying Consolidation Only Slightly Impacts Global Ad Spend Share

The top 10 media buying agencies in the world account for only a fraction of U.S. and worldwide ad spending and the percentage is up only a touch since last year, in spite of agency consolidation, according to Mediapost. Share of buying from the top 10 was 30.0 percent of the $569.8 billion that Universal McCann forecaster Bob Coen estimates was spent on media last year. That percentage is up a bit from 29.3 percent in 2004, proving that consolidation is, indeed, having an impact, but only a small one.

Ad spending in the U.S. is more widely distributed than in the worldwide media marketplace, as the top media shops accounted for only 26.8 percent of the total U.S. spending (up from a 26.3 percent share in 2004).

OMD was the top media buyer both in the U.S. and worldwide, with spending accounting for approximately 4.1 percent of the global media marketplace.

The analysis in the article was derived from RECMA figures published in this week’s edition of Advertising Age and from Universal McCann figures released last December.