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78%
Percent of Americans
who live in a
household with
high-speed
internet
2015 Edition
Editi
MARKETING
FACT PACK
ANNUAL GUIDE TO MARKETERS, MEDIA AND AGENCIES
$183B
No. 2
China’s ranking in
global ad markets,
up from 10 in
2000
2015 U.S. ad spending
forecast, topping peak
set in prerecession
2007
U.S. ad agency
employment, the
highest point for
agency jobs since 2001
197,100
24.8%
Internet’s share of U.S.
advertising spending
in 2014, three
times the level
of 2007
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MARKETING FACT PACK 2015
INSIDE
Advertising Age’s annual guide to marketers, media and agencies. Who’s rising. Who’s falling.
Biggest players and brands. How consumers spend their time. What’s up in adland jobs.
|MARKETING|
|AGENCIES|
P. 6:
P. 26:
Advertising spending growth rates
World’s 10 largest agency companies
U.S. and worldwide media spending trends
More: World’s largest agency networks
on Page 27
P. 8:
P. 28:
Largest advertisers
Largest agency ventures by category
In the U.S. and worldwide
Companies, networks and agencies
P. 10:
Agency growth and digital’s share
U.S. market leaders
Industry growth, 2009-2013
Ad spending and share figures
|MEDIA|
|CONSUMERS|
P. 16:
P. 30:
Share of ad spending by medium
Including internet’s share of U.S. and worldwide
ad spending
Population and consumer sentiment
Demographics and consumer confidence
P. 32:
How consumers interact with
media technology
P. 20:
Digital media
Largest web properties. Upwardly mobile advertisers
Smartphones. Multitasking while watching TV
JOBS|
P. 22:
Largest TV networks
More: Ad Age’s prime-time TV price chart
on Page 24
P. 34:
U.S. ad industry employment
Ad agencies and internet media
Ad Age’s Marketing Fact Pack 2015
was produced by Ad Age DataCenter
and published Dec. 29, 2014
Email: DataCenter@adage.com
Send mail to: Advertising Age
150 N. Michigan Ave., Ste. 1737
Chicago, IL 60601
Ad sales: Jackie Ramsey
212-210-0475 jramsey@adage.com
ADVERTISING AGE
Additional copies: Order print copies at
customerservice@adage.com or by calling
1-877-320-1721; for readers outside the U.S.,
1-313-446-0450. Digital edition available at
AdAge.com/annual2015
Staff: Directors: Kevin Brown, Bradley Johnson.
Editors: Shawna Lent, Catherine Wolf.
Research assistants: Kim Bauer, Michael Corio,
Jake Guidry, Steven Montero, Katie Robinson
This document, and information
contained therein, is the copyrighted property of Crain Communications Inc. and
The Ad Age Group (© Copyright 2014) and is for
your personal, non-commercial use only. You may
not reproduce, display on a website, distribute, sell
or republish this document, or the information contained therein, without prior written consent of
The Ad Age Group.
DECEMBER 29, 2014 • 3
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• The makeup of the world’s 50 largest
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MARKETING FACT PACK 2015
THE BIG LIST
10 key facts on the world of marketers, media and agencies
1
2
3
4
5
6
7
8
9
10
BIGGEST U.S. ADVERTISER IN 2013
Procter & Gamble Co.: $5B in total ad spending
MOST-ADVERTISED U.S. BRAND BASED ON MEASURED MEDIA IN 2013
AT&T: $1.8 B in ad spending
MAJOR-MEDIA SPENDING IN 2015 (FORECAST)
Worldwide: $545 B ad spending
MINUTES PER DAY ADULTS IN U.S. SPENT WITH MAJOR MEDIA IN 2014
TV: 273 minutes; digital media: 346 minutes
BIGGEST U.S. AD MEDIUM IN 2014
TV: 38.1% of ad spending
FASTEST-GROWING U.S. AD MEDIUM IN 2014
Internet: 18.3% growth
BIGGEST U.S. MOBILE AD SELLER IN 2014
Google: $7 B in mobile-ad revenue
WORLD’S BIGGEST AGENCY COMPANY IN 2013
WPP: $17 B in revenue
WORLD’S BIGGEST AGENCY NETWORK IN 2013
Young & Rubicam Group: $3.6 B in revenue
BIGGEST U.S. AGENCY NETWORK IN 2013
McCann Worldgroup: $1.6 B in revenue
SUBSCRIBE TO AD AGE DATACENTER
DataCenter subscribers get exclusive access to
AdAge.com/datacenter content.
Explore Ad Age’s marketers database (profiles, brands, agency
rosters, executives, spending), updated in December 2014:
AdAge.com/marketertrees2014update
ADVERTISING AGE
Get agency rankings: AdAge.com/agencyreport2014
Find facts on the global advertising market:
AdAge.com/globalmarketers2014
Subscribe: AdAge.com/getdatacenter
DECEMBER 29, 2014 • 5
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MARKETING FACT PACK 2015
MARKETERS
U.S. and worldwide media advertising growth rates
Percent change in advertising dollars. The average of GroupM, Magna Global and ZenithOptimedia
forecasts suggests U.S. advertising growth of 3.5% in 2015, down from 4.0% in 2014;
and worldwide ad growth of 4.9% in 2015, a slight uptick from 4.8% in 2014.
■ MAGNA GLOBAL (INTERPUBLIC)
■ ZENITHOPTIMEDIA (PUBLICIS)
■ GROUPM (WPP)
■ KANTAR MEDIA (WPP)
U.S.: 2007-2017
Worldwide: 2007-2017
10%
10%
0
0
-10
-10
-20
-20
’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17
’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17
Average of GroupM, Magna Global and ZenithOptimedia
Average of GroupM, Magna Global and ZenithOptimedia
10%
10%
3.3 2.6
1.2
4.5
4.0 3.5
2.9
4.8
7.4
5.6 5.6
4.8 4.9
4.7 4.1
3.8
5.1
3.1
0.3
0
0
-3.9
-10
-10
-8.8
-12.0
-20
-20
’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17
’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17
Source: December 2014 advertising forecasts of WPP's GroupM (groupm.com), Interpublic Group of Cos.' Magna Global (magnaglobal.com)
and Publicis Groupe's ZenithOptimedia (zenithoptimedia.com). Figures include TV, internet, newspaper, magazine, radio and out-of-home. GroupM
2016 and 2017 worldwide growth based on a separate GroupM long-term forecast model. Figures from WPP's Kantar Media (kantarmedia.us) are
U.S. measured-media spending growth rates. U.S. averages for 2016 and 2017 based on average of Magna Global and ZenithOptimedia.
6 • DECEMBER 29, 2014
ADVERTISING AGE
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MARKETING FACT PACK 2015
10 most-advertised brands
Based on 2013 U.S. measured-media ad spending.
1. AT&T
AT&T
2013 vs. 2012: 15.4%
$1.81
6. TOYOTA
BILLION
$947
Toyota Motor Corp.
6.5%
MILLION
2. VERIZON
Verizon
Communications
-12.9%
$1.24
7. FORD
$894
BILLION
Ford Motor Co.
3.5%
MILLION
$1.01 $853
BILLION
3. GEICO
Berkshire Hathaway
7.7%
MILLION
$996
$765
MILLION
4. CHEVROLET
General Motors Co.
2.8%
8. WALMART
Walmart Stores
23.5%
$976
MILLION
9. SPRINT
Sprint Corp.
(SoftBank Corp.)
20.1%
MILLION
$759
MILLION
5. MCDONALD’S
McDonald’s Corp.
2.1%
10. MACY’S
Macy’s
-1.7%
From 100 Leading National Advertisers 2014 (June 23, 2014). See ranking of nation’s 200 most-advertised brands: AdAge.com/lna2014.
Source: Ad Age DataCenter analysis of measured-media data from WPP’s Kantar Media. Company's measured spending for all goods
and services related to brand. More info: kantarmedia.us.
ADVERTISING AGE
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MARKETING FACT PACK 2015
25 largest U.S. advertisers
By 2013 total U.S. ad spending (measured media plus unmeasured spending). Dollars in millions.
RANK
MARKETER, HEADQUARTERS
1
Procter & Gamble Co. Cincinnati
2
TOTAL U.S. AD SPENDING
(MEASURED MEDIA PLUS UNMEASURED)
2013
2012
% CHG
U.S. MEASURED-MEDIA
AD SPENDING
2012 % CHG
2013
$4,991
$4,830
3.3
$3,466
$3,141
10.4
AT&T Dallas
3,268
2,910
12.3
1,856
1,642
13.1
3
General Motors Co. Detroit
3,150
3,067
2.7
1,812
1,652
9.7
4
Comcast Corp. Philadelphia
3,082
2,989
3.1
1,663
1,736
-4.2
5
Ford Motor Co. Dearborn, Mich.
2,559
2,278
12.4
1,138
1,078
5.5
6
Verizon Communications New York
2,438
2,381
2.4
1,238
1,428
-13.3
7
L’Oréal Clichy, France
2,335
2,240
4.3
1,605
1,510
6.3
8
American Express Co. New York
2,191
2,073
5.7
300
328
-8.5
9
Toyota Motor Corp. Toyota City, Japan
2,090
2,008
4.1
1,275
1,257
1.4
10
Fiat Chrysler Automobiles London
1,974
1,947
1.4
1,166
1,169
-0.2
11
Walt Disney Co. Burbank, Calif.
1,964
1,879
4.5
891
959
-7.0
12
JPMorgan Chase & Co. New York
1,879
2,087
-10.0
402
444
-9.5
13
Johnson & Johnson New Brunswick, N.J.
1,875
1,640
14.3
1,034
862
19.9
14
Walmart Stores Bentonville, Ark.
1,827
1,809
1.0
935
768
21.8
15
Microsoft Corp. Redmond, Wash.
1,811
1,127
60.7
1,004
632
58.8
16
Samsung Electronics Co. Seoul
1,701
1,408
20.8
614
594
3.4
17
Target Corp. Minneapolis
1,697
1,653
2.7
731
671
9.0
18
Time Warner New York
1,653
1,567
5.5
901
853
5.7
19
Macy’s Cincinnati
1,623
1,554
4.4
837
852
-1.8
20
Pfizer New York
1,596
1,372
16.3
1,158
923
25.5
21
Bank of America Corp. Charlotte, N.C.
1,580
1,615
-2.2
476
425
12.0
22
Anheuser-Busch InBev Leuven, Belgium/St. Louis
1,564
1,514
3.3
572
571
0.2
23
Sprint Corp. (SoftBank Corp.) Overland Park, Kan.
1,555
1,400
11.1
943
835
13.0
24
Berkshire Hathaway Omaha, Neb.
1,548
1,503
3.0
1,252
1,186
5.6
25
Amazon Seattle
1,435
1,140
25.9
329
302
8.9
$53,386
$49,991
6.8
$27,599
$25,817
6.9
Total for the 25
From 100 Leading National Advertisers 2014 (June 23, 2014). See expanded data and report methodology at AdAge.com/lna2014.
See 100 Leading National Advertisers database including profiles, agency rosters and executives, updated in December 2014:
AdAge.com/marketertrees2014update.
Source: Ad Age DataCenter. Total U.S. ad spending is measured-media ad spending (from WPP’s Kantar Media) plus unmeasured spending
(estimated by Ad Age). Numbers rounded. Measured spending includes TV, newspaper, magazine, radio, outdoor and internet (display advertising;
excludes paid search, video and other forms of internet advertising). More info: kantarmediana.us. Unmeasured spending figures are Ad Age
DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in
measured media.
8 • DECEMBER 29, 2014
ADVERTISING AGE
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MARKETING FACT PACK 2015
25 largest global advertisers
By 2013 worldwide measured-media ad spending. Dollars in millions.
RANK
MARKETER, HEADQUARTERS
1
Procter & Gamble Co. Cincinnati
2
WORLDWIDE
MEASURED-MEDIA SPENDING
2013
2012
% CHG
U.S. MEASURED-MEDIA
AD SPENDING
2012 % CHG
2013
$11,468
$10,429
10.0
$3,466
$3,141
10.4
Unilever Rotterdam/London
7,906
7,242
9.2
816
854
-4.5
3
L’Oréal Clichy, France
5,934
5,576
6.4
1,605
1,510
6.3
4
Toyota Motor Corp. Toyota City, Japan
3,444
3,387
1.7
1,275
1,257
1.4
5
General Motors Co. Detroit
3,352
3,189
5.1
1,812
1,652
9.7
6
Volkswagen Wolfsburg, Germany
3,227
2,992
7.9
527
544
-3.2
7
Nestlé Vevey, Switzerland
3,120
2,998
4.1
813
812
0.1
8
Coca-Cola Co. Atlanta
2,899
2,886
0.5
320
369
-13.4
9
Mars Inc. McLean, Va.
2,858
2,342
22.1
692
593
16.8
10
PepsiCo Purchase, N.Y.
2,735
2,499
9.4
887
850
4.4
11
Sony Corp. Tokyo
2,721
3,133
-13.2
555
717
-22.6
12
McDonald’s Corp. Oak Brook, Ill.
2,718
2,672
1.8
976
956
2.1
13
RB (Reckitt Benckiser Group) Slough, U.K.
2,541
2,379
6.8
408
476
-14.3
14
Ford Motor Co. Dearborn, Mich.
2,411
2,048
17.7
1,138
1,078
5.5
15
Nissan Motor Co. Yokohama, Japan
2,187
1,954
11.9
862
776
11.1
16
Samsung Electronics Co. Seoul
2,159
2,028
6.4
614
594
3.4
17
Johnson & Johnson New Brunswick, N.J.
2,065
1,832
12.7
1,034
862
19.9
18
Microsoft Corp. Redmond, Wash.
1,983
1,351
46.8
1,004
632
58.8
19
Yum Brands Louisville, Ky.
1,916
1,653
15.9
862
780
10.4
20
Comcast Corp. Philadelphia
1,863
1,972
-5.5
1,663
1,736
-4.2
21
Fiat Chrysler Automobiles London
1,801
2,072
-13.1
1,166
1,169
-0.2
22
Mondelez International Deerfield, Ill.
1,785
1,849
-3.5
200
216
-7.4
23
Deutsche Telekom (including T-Mobile) Bonn, Germany
1,742
1,678
3.8
803
855
-6.1
24
Ferrero Pino Torinese, Italy
1,721
1,671
3.0
55
59
-6.3
25
Pfizer New York
1,698
1,403
21.0
1,158
923
25.5
$78,253
$73,235
6.9
$24,710
$23,411
5.6
Total for the 25
From Global Marketers 2014 (Dec. 8, 2014).
See 10 biggest advertisers for 97 countries and markets, report methodology and links to measured-media tracking services by country:
AdAge.com/globalmarketers2014.
Source: Ad Age DataCenter analysis of data from measured-media tracking services. Numbers rounded. U.S. measured media from Kantar Media.
ADVERTISING AGE
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MARKETING FACT PACK 2015
U.S. market leaders by category
With U.S. measured-media ad spending from Kantar Media. Dollars in millions.
Auto marketers
Credit cards
U.S. market share for auto/light-truck marketers
U.S. market share based on card purchase volume
RANK
2013
RANK
2013
MARKETER
MARKET
SHARE 2013
MEASURED
MEDIA 2013
MARKET
SHARE 2013
MARKETER, PARENT
MEASURED
MEDIA 2013
1
General Motors Co.
17.9%
$1,812
1
American Express Co.
25.4%
$244
2
Ford Motor Co.
15.9
1,138
2
Chase J.P. Morgan Chase & Co.
19.1
283
3
Toyota Motor Corp.
14.3
1,275
3
Bank of America
11.2
153
4
Fiat Chrysler Automobiles
11.6
1,166
4
Citibank Citigroup
8.6
297
5
Honda Motor Co.
9.8
662
5
Capital One Financial Corp.
6.7
317
6
Nissan Motor Co.
8.0
862
6
Discover Financial Services
4.6
130
7
Hyundai Motor Co.
4.6
289
7
U.S. Bancorp
3.9
2
8
Volkswagen
3.9
527
8
Wells Fargo & Co.
3.4
NA
9
Kia Motors Corp.
3.4
404
9
Barclays
1.8
16
BMW
2.4
167
10
USAA United Services Automobile Association
1.5
NA
15.583
$9,228
Industry total (purchase volume, dollars in trillions) $2.399
$1,941
10
Industry total (vehicles sold in millions)
Wireless
Insurance brands
U.S. market share for wireless-service providers
Share of insurance-industry U.S. ad spending
RANK
2013
RANK
2013
MARKETER, PARENT
MARKET
SHARE 2013
MEASURED
MEDIA 2013
BRAND, PARENT
SHARE OF AD
SPENDING 2013
MEASURED
MEDIA 2013
1
Verizon Communications
32.4%
$923
1
Geico Berkshire Hathaway
2
AT&T
28.9
1,356
2
State Farm State Farm Mutual Auto Ins. Co. 11.8
624
3
Sprint Corp. SoftBank Corp.
15.2
918
3
Progressive Progressive Corp.
11.1
587
4
T-Mobile US Deutsche Telekom
11.6
793
4
Allstate Allstate Corp.
9.2
486
5
TracFone Wireless America Movil
8.0
160
5
Nationwide Nationwide Mutual Insurance Co. 5.6
296
6
U.S. Cellular Telephone and Data Systems
1.5
33
6
UnitedHealthcare UnitedHealth Group
3.2
169
97.6
4,185
7
Liberty Mutual Liberty Mutual Insurance Co. 3.1
164
2.4
1,524
8
Esurance Allstate Corp.
2.9
153
Industry (wireless subscriber connections in millions) 335.65
$5,709
9
USAA United Services Automobile Association
2.8
149
Farmers Insurance Zurich Fin. Svcs. Group 2.8
147
Top 6
All other
10
Total insurance industry ad spending
19.2%
100.0
$1,014
$5,280
From Ad Age’s 100 Leading National Advertisers 2014 (June 23, 2014). Numbers rounded. Expanded footnotes and source information:
AdAge.com/lna2014. Source: U.S. measured-media spending from WPP’s Kantar Media. Dollars in millions. More info: kantarmedia.us.
Other sources: Auto marketers: Automotive News Data Center. Market share for cars and light trucks. More info: autonews.com. Wireless: U.S. network
operator market share from ComScore MobiLens for subscribers (age 13+), three months ended December 2013 and December 2012. Year-end
subscriber connections (number of active devices) from CTIA; some users have more than one device. Ad spending for companies’ wireless services.
More info: comscore.com; ctia.org. Credit cards: The Nilson Report. Market share of general-purpose credit cards based on total purchase volume
in dollars for U.S. credit-card issuers. More info: nilsonreport.com. Insurance: Ad Age DataCenter analysis of measured-media spending.
10 • DECEMBER 29, 2014
ADVERTISING AGE
MORNINGS IN
THE BOARDROOM.
EVENINGS IN
THE WAR ROOM.
DAN WAGNER // CUL-DE-SAC HERO
No surprise: households like the Wagner’s like their video games. But would you have
guessed they spend nearly as much time on educational sites? That their love of
camping and hiking punctures the couch potato myth? Learn more about Neustar’s
trusted identity insights. Go to www.neustar.biz/wagners.
This information is compiled at the household level using Neustar’s
products and services and is not based on actual online behavioral data.
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Page 12
MARKETING FACT PACK 2015
U.S. market leaders by category
With U.S. measured-media ad spending from Kantar Media. Dollars in millions.
Retail
Restaurants
Ranking based on U.S. measured-media spending
U.S. market share based on systemwide sales
RANK
2013
RANK
2013
MARKETER
SHARE OF 2013 MEASURED
U.S. RETAIL SALES MEDIA 2013
MARKET
SHARE 2013
CHAIN, PARENT
MEASURED
MEDIA 2013
1
Walmart Stores
11.4%
$935
1
McDonald’s McDonald’s Corp.
8.0%
2
Macy’s
0.9
837
2
Subway 2 Doctor’s Associates
2.8
514
3
Target Corp.
2.4
731
3
Starbucks 2 Starbucks Corp.
2.6
89
4
Sears Holdings Corp.
1.0
588
4
Wendy’s 2 Wendy’s Co.
2.0
289
5
Home Depot
2.4
454
5
Burger King 2,3 Restaurant Brands Int’l
1.9
257
6
J.C. Penney Co.
0.4
431
6
Taco Bell Yum Brands
1.7
327
7
Best Buy Co.
1.2
393
7
Dunkin’ Donuts Dunkin’ Brands Group
1.5
121
8
Lowe’s Cos.
1.8
361
8
Pizza Hut Yum Brands
1.3
247
9
Kohl’s Corp.
0.6
347
9
Chick-fil-A Chick-fil-A
1.1
30
Amazon 1
1.2
329
10
Applebee’s DineEquity
1.0
176
$2.962
$16,063
$448.8
$6,347
10
Industry total (U.S. sales, dollars in trillions)
Personal-care brands
Beer
Share of U.S. personal-care ad spending
RANK
2013
BRAND, PARENT
Industry total (U.S. sales, dollars in billions)
$976
SHARE OF AD
SPENDING 2013
1
L’Oréal Paris L’Oréal
8.3%
2
Maybelline New York L’Oréal
3
U.S. market share based on sales volume
MEASURED
MEDIA 2013
RANK
2013
MARKETER, PARENT
MARKET
SHARE 2013
MEASURED
MEDIA 2013
$586
1
Anheuser-Busch InBev
45.6%
4.5
320
2
MillerCoors SABMiller
27.0
429
Crest Procter & Gamble Co.
3.9
275
3
Constellation Brands
6.2
125
4
Garnier L’Oréal
3.8
268
4
Heineken
3.9
123
5
Olay Procter & Gamble Co.
3.5
247
5
Pabst Brewing Co. 4
2.6
2
6
CoverGirl Procter & Gamble Co.
3.0
214
6
Boston Beer Co.
1.4
38
7
Dove Unilever
2.7
191
7
D.G. Yuengling & Son
1.3
3
8
Gillette Procter & Gamble Co.
2.6
185
8
North American Breweries 5
1.2
2
9
Neutrogena Johnson & Johnson
2.4
170
9
Diageo 6
1.1
34
Pantene Procter & Gamble Co.
2.0
144
10
Mark Anthony Group 7
0.7
7
100.0
$7,087
211.7
$1,346
10
Total personal-care ad spending
Industry total (barrels in millions)
$572
From Ad Age’s 100 Leading National Advertisers 2014 (June 23, 2014). Numbers rounded. Expanded footnotes and source information:
AdAge.com/lna2014. Source: U.S. measured-media spending from WPP’s Kantar Media. Dollars in millions. More info: kantarmedia.us.
Other sources: Retail: Census Bureau (U.S. retail sales). 1. Share shown is Ad Age DataCenter estimate. More info: census.gov. Restaurants:
2013 Technomic Top 500 Chain Restaurant Report (sales used to calculate market share). Systemwide sales is franchised plus company-owned
restaurants. 2. Share based on estimated sales. 3. Miami-based Burger King Worldwide in December 2014 acquired Canada-based Tim Hortons; merged
company operates as Canada-based Restaurant Brands International. More info: technomic.com. Personal care: Ad Age DataCenter analysis of measuredmedia spending. Beer: Beer Marketer’s Insights (U.S. market share and industry sales). 4. Bought in November 2014 by Blue Ribbon Intermediate
Holdings. 5. Unit of Costa Rica-based Florida Ice and Farm Co. 6. Markets Guinness. 7. Parent of Mike’s Hard Lemonade Co. More info: beerinsights.com.
12 • DECEMBER 29, 2014
ADVERTISING AGE
SOME CANDY BARS
HAVE PROTEIN.
JUST AGREE
WITH HER.
ALISHA WAGNER // UBER-MOM
Busy moms need fuel, so her family’s Snickers® habit makes total sense. But not so fast:
they also index low for frozen food and high for preferring dishes “presented as an art
form.” You might also want to know about the strength training and Pinterest obsession.
Learn more about Neustar’s trusted identity data at www.neustar.biz/wagners.
This information is compiled at the household level using Neustar’s
products and services and is not based on actual online behavioral data.
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U.S. ad spending forecast from ZenithOptimedia
Estimated spending in major media and marketing services. ZenithOptimedia projects 2015 U.S. media spending
will reach $182.7 billion, passing the previous peak set in prerecession 2007. It expects 2015 total media and
marketing-services spending to reach a record $405.6 billion—$1,262 per person in the U.S.
2015
2015 VS. 2014 VS.
SPENDING
2014
2013
($ BILLIONS) % CHG % CHG
SECTOR
2015
2015 VS. 2014 VS.
SPENDING
2014
2013
($ BILLIONS) % CHG % CHG
SECTOR
MAJOR MEDIA
MARKETING SERVICES
TV
$67.2
0.3%
4.1%
Sales promotion
$74.7
3.0%
3.1%
Internet
51.6
18.2
18.3
Telemarketing
54.5
3.0
1.0
Newspaper
19.4
-8.0
-8.0
Direct mail
48.3
-1.0
1.2
Radio
17.6
1.0
1.9
Event sponsorship
32.6
8.0
8.4
Magazine
17.4
-1.9
-1.1
Directories
8.1
-0.8
-3.0
9.5
5.0
4.3
Public relations
4.6
5.0
7.1
3.8%
4.8%
$222.8
2.7%
2.7%
$405.6
3.2%
3.6%
Outdoor and cinema
Major media
$182.7
Marketing services
Total: media, marketing services
Source: Publicis Groupe’s ZenithOptimedia (Advertising Expenditure Forecasts, December 2014). Numbers rounded. More info: zenithoptimedia.com.
U.S. ad spending totals by medium
from Kantar Media
Measured-media spending for total U.S. and 100 Leading National Advertisers. Dollars in millions.
MEDIUM
KANTAR MEASURED-MEDIA SPENDING
FOR TOTAL U.S.
2013
2012
% CHG
100 LNA MEASURED MEDIA
AND UNMEASURED SPENDING
2013
2012 % CHG
Consumer, Sunday, b-to-b and local magazine
$23,733
$23,312
1.8
$8,176
$7,712
6.0
National and local newspaper; free-standing inserts
18,365
18,916
-2.9
3,797
4,038
-6.0
Network TV
26,926
27,435
-1.9
18,264
18,488
-1.2
Spot TV
15,794
17,141
-7.9
4,030
4,181
-3.6
5,159
5,133
0.5
3,233
3,181
1.6
26,125
24,397
7.1
13,579
11,797
15.1
Network, national spot and local radio
6,967
7,383
-5.6
2,234
2,351
-5.0
Outdoor
4,406
4,221
4.4
1,197
1,203
-0.5
Internet display
12,681
10,963
15.7
4,704
4,452
5.6
$140,156
$138,899
0.9
59,215
57,403
3.2
NA
NA
NA
49,337
46,566
6.0
NA
NA
NA
$108,551
$103,968
4.4
Syndicated TV
Cable TV networks
Measured media
Unmeasured spending 1
Total U.S. spending
From 100 Leading National Advertisers 2014 (June 23, 2014). See full report and methodology: AdAge.com/lna2014. See 100 LNA database
including profiles, agency rosters and executives, updated in December 2014: AdAge.com/marketertrees2014update.
Source: Ad Age DataCenter. Measured-media spending by medium from WPP’s Kantar Media. More info: kantarmediana.us. Consumer magazine
includes Spanish-language magazines. Local newspaper includes Spanish-language newspapers. Network TV includes Spanish-language networks.
1. Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and
other forms of spending not included in measured media.
14 • DECEMBER 29, 2014
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World’s 25 largest
advertising markets
Worldwide major-media ad
spending by region
From ZenithOptimedia. Projected major-media ad
spending by country in 2015. The U.S., home to
about 4.4% of the world’s population, is expected
to account for just over one-third of 2015 worldwide
media spending.
From ZenithOptimedia. Major-media spending
in 2015 and percent change vs. 2014.
RANK MARKET
Western Europe
$108.6B, +3.1%
North America
$194.2B, +3.8%
2015 SPENDING 2014-2015 SHARE
($ BILLIONS)
% CHG OF WORLD
1
U.S.
$182.7
2
China
50.3
10.5
9.2
3
Japan
45.6
2.5
8.4
4
Germany
24.9
1.3
4.6
5
U.K.
24.3
7.9
4.5
6
Brazil
17.3
3.6
3.2
7
France
13.0
-0.6
2.4
8
Australia
12.5
1.2
2.3
9
South Korea
12.4
6.3
2.3
10
Canada
11.5
2.6
2.1
11
Russia
10.3
1.1
1.9
12
Italy
8.8
1.0
1.6
13
Argentina
8.5
30.9
1.6
14
Indonesia
7.9
11.9
1.5
Ad spending per person
15
Mexico
7.3
10.7
1.3
16
India
6.4
11.7
1.2
Per capita major-media ad spending in 2015 and
2014 from ZenithOptimedia by market for five highest
and five lowest among 25 largest advertising markets.
The bottom three are growing at double-digit rates.
17
Spain
6.1
5.1
1.1
3.8%
33.5%
18
Switzerland
6.1
1.8
1.1
19
Belgium
5.2
3.8
1.0
20
Netherlands
5.1
2.8
0.9
21
Thailand
4.7
3.4
0.9
22
South Africa
4.5
7.8
0.8
23
Sweden
4.0
3.2
0.7
24
Turkey
3.5
9.4
0.6
25
Colombia
2.8
5.3
0.5
Top 25
485.8
4.9
89.1
Total worldwide
$545.4
4.9
100.0
Source: Publicis Groupe’s ZenithOptimedia (Advertising Expenditure
Forecasts, December 2014). Numbers rounded. Major media:
TV, internet, newspaper, magazine, outdoor, radio, cinema.
More info: zenithoptimedia.com.
ADVERTISING AGE
Latin
America
$45.0B,
+9.6%
Rest
of world
$11.6B, +9.3%
Central and
Eastern
Europe
$26.1B,
+3.5%
Worldwide
total
$545.4B,
+4.9%
Middle East and
North Africa
$4.7B, +3.2%
Asia Pacific
$155.2B,
+6.4%
Source: Publicis Groupe's ZenithOptimedia (Advertising Expenditure
Forecasts, December 2014). Numbers rounded. Major media:
TV, internet, newspaper, magazine, outdoor, radio, cinema.
More info: zenithoptimedia.com.
RANK MARKET
1
Switzerland
2
MAJOR-MEDIA SPENDING PER CAPITA
2015
2014
% CHG
$749
$740
1.2
U.S.
570
553
3.2
3
Australia
522
522
0.0
4
Belgium
462
448
3.3
5
Sweden
412
403
2.4
21
Colombia
58
56
4.1
22
Turkey
45
42
8.2
23
China
37
33
10.0
24
Indonesia
31
28
10.3
25
India
4.99
4.53
10.2
Source: Publicis Groupe’s ZenithOptimedia (Advertising Expenditure
Forecasts, December 2014). Numbers rounded.
More info: zenithoptimedia.com.
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MEDIA
Internet’s share of ad spending
ZenithOptimedia expects the internet to account for more than one-third of U.S. ad spending in 2017, four times
the level of 2007. It expects the internet’s share of worldwide ad spending to top 31% in 2017.
40%
U.S.
33.9%
WORLDWIDE
31.1%
30
20
10
0
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
Source: ZenithOptimedia (Advertising Expenditure Forecasts, December 2014). Numbers rounded. Internet includes mobile.
More info: zenithoptimedia.com.
Share of ad spending by medium
The internet’s share of ad spending in 2014 passed print media’s share—newspapers plus magazines—in the U.S. and
world, according to ZenithOptimedia’s forecast data. Graphic shows share of spending in 2014 vs. prerecession 2007.
U.S.
TV
INTERNET
2007
33.1%
2014
38.1%
NEWSPAPER
8.2%
MAGAZINE
28.1%
14.5%
24.8%
12.0%
OUTDOOR
AND CINEMA
RADIO
10.1%
11.9%
4.3%
9.9%
5.1%
Worldwide
2007
35.9%
2014
39.6%
0
20
9.0%
27.1%
23.8%
40
12.5%
15.2%
60
7.3%
80
8.1%
7.4%
6.8%
7.3%
100%
Source: Publicis Groupe’s ZenithOptimedia (Advertising Expenditure Forecasts, December 2014). Numbers rounded. ZenithOptimedia allocates
ad spending according to where an ad appears. So “internet” includes all internet ad spending regardless of whether the property is run by a pure-play
internet company, a newspaper or magazine publisher, a TV network or other venture. This means, for example, that “newspaper” share shown here
captures print ad spending but excludes newspapers’ digital advertising. More info: zenithoptimedia.com.
16 • DECEMBER 29, 2014
ADVERTISING AGE
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Time spent using media
Average time spent per day with major media by U.S. adults, 2008-2014.
Time spent using digital media overtook time spent watching TV in 2013.
AVERAGE MINUTES PER DAY
MEDIUM
2008
2009
2010
2011
2012
2013
2014
Total media
620
632
646
678
709
727
748
TV
254
267
264
274
278
271
273
63
55
50
44
38
32
26
Magazine
25
22
20
18
16
14
12
Newspaper
38
33
30
26
22
18
14
Radio
102
98
96
94
92
90
88
Other
37
35
45
37
28
20
14
Digital
164
177
191
229
273
314
346
131
140
142
153
147
139
132
8
15
23
32
33
28
25
Desktop/laptop radio
NA
NA
14
10
8
6
7
Desktop/laptop video
3
3
6
12
21
22
22
Desktop/laptop other
120
122
99
99
85
83
78
Mobile device (all non-voice)
19
20
24
48
95
139
171
Mobile social network
NA
NA
1
5
16
30
37
Mobile radio
NA
NA
6
14
21
26
32
Mobile video
NA
NA
NA
3
8
22
33
Mobile other
19
20
17
26
50
61
69
19
20
23
36
55
76
92
17
15
13
14
11
11
11
3
5
10
22
43
66
81
Smartphone social network
NA
NA
1
4
11
18
22
Smartphone video
NA
NA
NA
2
4
9
13
Smartphone other
3
5
9
16
28
39
46
NA
NA
1
12
40
63
79
Tablet social network
NA
NA
NA
1
5
12
15
Tablet video
NA
NA
NA
1
4
13
20
Tablet other
NA
NA
1
10
31
38
44
Digital other (set-top boxes, game-console internet) 14
17
25
28
31
36
43
Print (magazine and newspaper)
Desktop/laptop
Desktop/laptop social network
Mobile phone (feature phone and smartphone)
Feature phone (non-voice)
Smartphone (non-voice)
Tablet (non-voice)
Source: eMarketer, September 2014. Time spent with each medium includes all time spent with that medium, regardless of multitasking.
For example, one hour of multitasking online while watching TV is counted as one hour of TV and one hour of online. See more time-use data
on Pages 31-33. More info: emarketer.com.
ADVERTISING AGE
DECEMBER 29, 2014 • 17
HE WANTS
TO DISCOVER
A PLANET.
HE PLANS TO
CALL IT JASON.
JASON WAGNER // ROCKET MAN
No wonder they like Discovery.com© and academic websites. Or that his family
ranks highly for watching animated and sci-fi movies. And who can enjoy all that
without Pop Tarts® and beef jerky? To see how surprising your audiences are—and
what that means for your marketing—learn about Neustar’s trusted identity data.
Go to www.neustar.biz/wagners.
This information is compiled at the household level using Neustar’s products
and services and is not based on actual online behavioral data.
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Digital: 10 largest
U.S. multiplatform
web properties
Digital: 10 largest
U.S. online video
properties
By October 2014 unique visitors in thousands.
By October 2014 unique visitors in thousands.
RANK
TOTAL DIGITAL
POPULATION
PROPERTY
TOTAL UNIQUE
VISITORS
RANK PROPERTY, PARENT
1
Google sites
236,104
1
Google sites
2
Yahoo sites
217,594
2
Facebook
93,834
3
Facebook
201,135
3
AOL
86,291
4
AOL
191,783
4
Yahoo sites
57,058
5
Amazon sites
175,969
5
Vevo
48,195
6
Microsoft sites
169,955
6
Maker Studios Walt Disney Co.
45,563
7
CBS Interactive
133,167
7
Amazon sites
44,017
8
Comcast/NBC Universal
132,807
8
AnyClip Media
41,992
9
Apple
131,454
9
Vimeo IAC/InterActiveCorp
38,851
10
Mode Media (formerly Glam Media)
129,887
10 Fullscreen Otter Media (AT&T, Chernin Group) 37,326
250,615
Total digital audience
Total digital audience
Source: ComScore, October 2014. More info: comscore.com.
162,317
191,456
Source: ComScore, October 2014. More info: comscore.com.
Net U.S. mobile advertising revenue by company
Estimates for selected companies, 2011-2016. Dollars in millions.
ESTIMATED REVENUE FROM MOBILE
2012
2013
2014
2015
MEDIUM
2011
Amazon
NA
NA
$12.4
$88.5
$163.7
$266.2
$38.3
$123.8
260.2
487.1
795.0
1,166.8
NA
390.9
1,532.0
3,345.4
4,750.1
5,879.6
750.0
2,171.4
4,017.8
7,062.7
10,017.5
13,335.1
NA
NA
5.4
48.8
103.1
140.9
Millennial Media
36.1
61.4
79.4
83.9
96.8
111.0
Pandora
116.6
212.2
369.2
563.5
730.3
896.8
Twitter
NA
115.0
320.1
676.5
1,051.2
1,514.2
Yahoo
NA
NA
NA
604.0
1,065.4
1,680.9
Yelp
NA
12.7
52.7
128.9
242.1
397.0
YP
93.3
252.0
378.0
510.3
637.9
765.5
582.0
1,509.4
3,640.1
5,388.3
8,828.7
14,005.3
$1,616.3
$4,848.8
$10,667.3
$18,987.9
$28,481.8
$40,159.4
Apple (iAd)
Facebook
Google
LinkedIn
Other
Total U.S. mobile ad spending
2016
Source: eMarketer, December 2014. More info: emarketer.com.
20 • DECEMBER 29, 2014
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High-speed internet access
by state in 2013
Percentage of individuals who live in a household with a subscription to a high-speed internet service.
U.S. average: 78.1%. Top state: New Hampshire. Bottom state: Mississippi. Of 26 states with rates
above the national average, 18 are in the West or Northeast. Of 19 states with rates below the national average,
13 are in the South. Rates in five states were not statistically different from the national average.
RANK
STATE
PERCENT WITH
HIGH-SPEED INTERNET
RANK
STATE
PERCENT WITH
HIGH-SPEED INTERNET
1
New Hampshire
85.7%
27
Iowa
78.7%
2
Massachusetts
85.3
28
Idaho
78.6
3
New Jersey
84.5
29
Florida
78.3
4
Connecticut
83.9
30
Delaware
78.1
5
Utah
83.8
31
Montana
77.6
6
Maryland
83.4
32
Ohio
77.1
7
Hawaii
83.3
33
Michigan
76.3
8
Washington
83.0
34
Georgia
76.3
9
Colorado
83.0
35
Arizona
76.2
10
Rhode Island
82.9
36
South Dakota
76.0
11
Minnesota
82.6
37
Missouri
75.6
12
Alaska
82.6
38
Indiana
75.3
13
Oregon
82.4
39
North Carolina
75.2
14
Vermont
80.9
40
Kentucky
74.8
15
Virginia
80.6
41
Texas
74.6
16
New York
80.6
42
Tennessee
72.2
17
California
80.5
43
West Virginia
71.8
18
Wyoming
80.5
44
South Carolina
71.7
19
Nevada
79.4
45
Oklahoma
71.1
20
North Dakota
79.4
46
Louisiana
70.3
21
Illinois
79.3
47
Alabama
68.7
22
Maine
79.2
48
New Mexico
68.1
23
Wisconsin
79.0
49
Arkansas
65.7
24
Pennsylvania
78.9
50
Mississippi
62.3
25
Kansas
78.8
26
Nebraska
78.8
U.S. average
78.1%
Source: U.S. Census Bureau, 2013 American Community Survey (Computer and Internet Use in the United States: 2013).
More info: census.gov. High-speed internet indicates household has paid internet service other than dial-up alone.
ADVERTISING AGE
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Viewership on high-profile TV programs
Super Bowl XLVIII
Academy Awards
World Cup
Walking Dead
The Super Bowl (Feb. 2, 2014, on
Fox) averaged 112.2 million viewers
(59.6 million male and 52.6 million
female). The Seattle Seahawks beat
the Denver Broncos 43-8.
The 86th Academy Awards
(March 2, 2014, on ABC) averaged
43.7 million viewers. “12 Years a
Slave” won Best Picture.
The World Cup USA/Portugal
match (June 22, 2014, on
both ESPN and Univision)
averaged 24.1 million viewers.
The match ended in a draw (2-2).
The season-five premiere of
“The Walking Dead” (Oct. 12, 2014,
on AMC) averaged 17.3 million
viewers.
Source: Nielsen. More info: nielsen.com. Photos via Fox, ABC, ESPN and AMC.
Largest U.S. TV networks
By 2013 measured ad spending. Dollars in millions.
Broadcast TV
NETWORK, COMPANY
MEASURED AD SPENDING ON EACH NETWORK
2013
2012
% CHG
1
CBS CBS Corp.
$6,998
$6,448
8.5
2
ABC Walt Disney Co.
5,107
4,927
3.7
3
NBC Comcast Corp. (NBC Universal)
4,991
6,157
-18.9
4
Fox 21st Century Fox
4,664
4,944
-5.7
5
Univision Broadcasting Media Partners (Univision Communications)
3,045
2,877
5.8
6
Telemundo Comcast Corp. (NBC Universal)
1,026
973
5.4
7
UniMás Broadcasting Media Partners (Univision Communications)
519
447
16.0
8
CW CBS Corp. 50%/Time Warner 50%
422
497
-15.1
RANK
Cable TV
NETWORK, COMPANY
MEASURED AD SPENDING ON EACH NETWORK
2013
2012
% CHG
1
ESPN Walt Disney Co.
$2,321
$2,290
1.3
2
TNT Time Warner (Turner Broadcasting System)
2,138
1,429
49.6
3
TBS Time Warner (Turner Broadcasting System)
1,455
1,166
24.8
4
USA Comcast Corp. (NBC Universal)
1,046
1,015
3.1
5
MTV Viacom
862
866
-0.5
6
Comedy Central Viacom
832
813
2.5
7
Nickelodeon 1 Viacom
787
742
6.1
8
Bravo Comcast Corp. (NBC Universal)
711
769
-7.5
9
Discovery Channel Discovery Communications
697
660
5.6
HGTV Scripps Networks Interactive
696
662
5.1
RANK
10
Source: Kantar Media. More info: kantarmedia.us. 1. Excludes Nick at Nite.
22 • DECEMBER 29, 2014
ADVERTISING AGE
SHE’S A FAN-GIRL.
OF PYTHAGORAS.
JODY WAGNER // MATHMAGICIAN
Which explains all the visits to CoolMath-Games.com©. Plus why her mom and dad skew
high for education spending. But they also rank above average for renting horror movies,
hunting with a shotgun and being lukewarm on yoga. Learn more about non-intuitive
audience insights based on authoritative data. Go to www.neustar.biz/wagners.
This information is compiled at the household level using Neustar’s
products and services and is not based on actual online behavioral data.
AA012786p23.indd 1
©2015 Neustar, Inc.
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Cost for a 30-second commercial
Ad Age’s annual show-by-show guide to the price of TV commercials.
Reflects fall 2014 schedule; cancellations noted.
7 PM
AMERICA’S FUNNIEST
HOME VIDEOS
$49,839
SUNDAY
8 PM ONCE UPON A TIME $136,538
9 PM RESURRECTION
$140,378
$102,098
8 PM DANCING WITH THE
MONDAY
STARS
$118,606
9 PM
10 PM CASTLE
$141,560
8 PM SELFIE
$69,533
CANCELED
MANHATTAN LOVE STORY
CANCELED
$60,963
TUESDAY
$104,190
MADAM SECRETARY $73,525
FOOTBALL NIGHT IN
AMERICA
SUNDAY NIGHT
FOOTBALL
N/A
$627,300
THE SIMPSONS
$189,933
BROOKLYN NINE-NINE $150,500
10 PM REVENGE
9 PM MARVEL’S AGENTS
OF S.H.I.E.L.D.
$157,254
10 PM FOREVER
8 PM THE MIDDLE
WEDNESDAY
60 MINUTES
THE GOLDBERGS
$81,987
$133,425
THE GOOD WIFE
$87,210
CSI
$98,138
BIG BANG THEORY
TWO BROKE GIRLS 1
$344,827
$164,050
MOM
$141,548
SCORPION
$148,071
THE VOICE
$274,157
BLANK SPACE
INDICATES
NO NETWORK
PROGRAMMING
FAMILY GUY
$158,400
MULANEY
$127,440
GOTHAM
$181,575
THE ORIGINALS
$32,140
SLEEPY HOLLOW
$202,500
JANE THE VIRGIN
$23,400
NCIS: LOS ANGELES $127,932
THE BLACKLIST $282,975
STATE OF AFFAIRS2 $219,188
NCIS
THE VOICE
$253,840
UTOPIA
CANCELED
$147,980
THE FLASH
$50,775
MARRY ME
$148,750
NEW GIRL
$187,050
SUPERNATURAL
$40,440
ABOUT A BOY
$117,800
THE MINDY PROJECT $126,800
PERSON OF INTEREST
$145,450
CHICAGO FIRE
$140,155
SURVIVOR
$134,358
MYSTERIES OF LAURA $94,750
HELL’S KITCHEN
$107,895
ARROW
$47,040
CRIMINAL MINDS $135,789
LAW & ORDER: SVU $89,700
RED BAND SOCIETY $118,025
THE 100
$27,800
STALKER
CHICAGO P.D.
$170,948
NCIS: NEW ORLEANS
$114,843
$110,667
9 PM MODERN FAMILY $239,650
BLACK-ISH
$137,807
10 PM NASHVILLE
$97,581
24 • DECEMBER 29, 2014
$110,763
$122,000
ADVERTISING AGE
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THURSDAY
8 PM GREY’S ANATOMY $149,523
THE MILLERS
CANCELED
9 PM SCANDAL
$217,546
10 PM HOW TO GET AWAY
$146,113
8 PM LAST MAN STANDING $66,767
CRISTELA
9 PM SHARK TANK
10 PM 20/20
BIGGEST LOSER
$90,736
TWO & A HALF MEN1 $147,140
THE MCCARTHYS
$122,475
ELEMENTARY
$125,780
THE AMAZING RACE $76,375
BAD JUDGE
CANCELED
A TO Z
CANCELED
$104,667
$125,200
THE VAMPIRE DIARIES $59,620
GRACEPOINT
$170,275
REIGN
PARENTHOOD
$98,000
DATELINE NBC
$48,667
MASTERCHEF JUNIOR $100,400
$61,480
FOOTBALL
$109,878
HAWAII FIVE-0
$62,917
BLUE BLOODS
9 PM
10 PM
NA
WHOSE LINE IS IT ANYWAY? $25,154
WHOSE LINE IS IT ANYWAY? $25,154
$72,788
$79,370
GRIMM
CONSTANTINE
$118,818
UTOPIA
CANCELED
$79,033
CRIMETIME SATURDAY $22,350
ENCORES
NA
CRIMETIME SATURDAY $23,238
ENCORES
NA
48 HOURS
ENCORES
NA
$33,500
AMERICA’S NEXT
TOP MODEL
$23,900
$89,667
FOX SPORTS SATURDAY
8 PM SATURDAY NIGHT
$23,100
$95,660
7 PM
SATURDAY
BONES
$157,996
1
1
WITH MURDER
FRIDAY
THURS. NIGHT FOOTBALL $483,333
NA
11 PM
From “How much for a 30-second spot,” Sept. 29, 2014. Reflects fall 2014 schedule; cancellations noted.
HOW AD AGE GETS THE DATA: Ad Age’s survey is compiled using data from as many as seven media-buying agencies. Prices should be taken as
directional indications, not the actual numbers advertisers pay for a spot, as estimates can vary depending on the amount of inventory purchased from a
network and the relationship an advertiser has with a network. Ad Age’s survey is based on what advertisers paid during this year’s upfront; prices may
have changed for those purchasing closer to air date in the “scatter” market. 1. October. 2. November.
ADVERTISING AGE
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AGENCIES
World’s 10 largest agency companies
By worldwide revenue in 2013.
3
PUBLICIS
GROUPE
$9.2B
1
WPP
$17.3B
2
OMNICOM GROUP
4
INTERPUBLIC
GROUP OF COS.
$7.1B
$14.6B
5
DENTSU INC. 1
$5.8B
6 HAVAS
$2.4B
7 HAKUHODO
DY HOLDINGS 2
$1.8B
8 EPSILON 3
$1.4B
10 MDC
PARTNERS
$1.1B
9 IBM
INTERACTIVE
EXPERIENCE 4
$1.3B
From: Agency Report 2014 (April 28, 2014). See expanded data at AdAge.com/agencyfamilytrees2014. 1. Estimated pro forma revenue including
Aegis Group (acquired March 2013). 2. Estimated revenue. 3. Part of Alliance Data Systems Corp. Estimated pro forma revenue including acquisitions.
4. Part of IBM Corp. Estimated revenue.
26 • DECEMBER 29, 2014
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World’s largest agency networks
By 2013 estimated worldwide revenue. Dollars in millions.
RANK
NETWORK, COMPANY
SELECTED UNITS
1
Young & Rubicam Group WPP
Y&R, Burson-Marsteller, Cohn & Wolfe,
Landor Associates, Sudler & Hennessey, Wunderman
2
McCann Worldgroup Interpublic Group of Cos.
3
WORLDWIDE REVENUE
2013 % CHG
$3,591
+4.1
McCann Erickson Worldwide, Martin Agency, McCann Healthcare,
Momentum, MRM//McCann, Weber Shandwick 1
3,014
+2.3
Dentsu (Japan) Dentsu Inc.
Dentsu Inc.’s network of agencies in Japan
2,981
-14.0
4
DDB Worldwide
Communications Group Omnicom Group
DDB Worldwide, DDB Health/DDB Remedy, Interbrand,
Rapp, TracyLocke, Tribal Worldwide
2,727
+2.7
5
BBDO Worldwide Omnicom Group
BBDO Worldwide, Clemenger Group, Organic, Proximity
2,456
+2.2
6
Ogilvy & Mather WPP
Ogilvy & Mather Advertising, Neo@Ogilvy, OgilvyOne Worldwide,
Ogilvy CommonHealth Worldwide, Ogilvy Public Relations
2,301
+2.0
7
TBWA Worldwide Omnicom Group
TBWA Worldwide, EG+ Worldwide 2, Integer Group, Zimmerman Advertising
1,784
+2.1
8
Publicis Worldwide Publicis Groupe
Publicis Worldwide including Publicis Hawkeye (acquired March 2014)
1,624
+2.0
9
Dentsu Aegis Network 3 Dentsu Inc.
Dentsu Inc.’s network outside Japan including 360i, Firstborn, iPropect,
Isobar, McGarryBowen, Mitchell & Partners (Australia), Team Epic
1,470
+1.9
10
J. Walter Thompson Co. WPP
J. Walter Thompson Co., Digitaria, HeathWallace, JWT Inside, Lunchbox
1,397
+1.2
11
Epsilon Alliance Data Systems Corp.
Epsilon, Catapult
1,380
+10.6
12
Leo Burnett Worldwide Publicis Groupe
Leo Burnett Worldwide/Arc, Amazon Advertising, Lapiz USA
1,365
+3.5
13
Havas Worldwide Havas
Havas Worldwide, Havas Health, Havas PR
1,340
+1.0
14
FCB Interpublic Group of Cos.
FCB, FCB Healthcare, R/GA 2
1,273
-3.8
15
IBM Interactive Experience IBM Corp.
IBM Corp.’s digital-agency network
1,250
NA
16
Hakuhodo Hakuhodo DY Holdings
Hakuhodo
1,164
-14.2
17
Experian Marketing Services Experian
Experian’s marketing-services business segment
1,005
+7.1
18
DigitasLBi Publicis Groupe
DigitasLBi, Phonevalley
909
+3.0
19
Saatchi & Saatchi Publicis Groupe
Saatchi & Saatchi, Conill, Saatchi & Saatchi X, Team One
904
+2.0
20
SapientNitro 4 Sapient Corp.
SapientNitro, La Comunidad (acquired December 2013)
875
+9.8
21
Grey Group WPP
Grey, GHG, Wing
842
+7.3
22
Acxiom Corp. Acxiom Corp.
Ranking based on estimated revenue from marketing and data services
780
+1.6
23
Edelman DJE Holdings
Edelman, Edelman Berland, Matter
741
+11.9
24
Cheil Worldwide Cheil Worldwide
Cheil Worldwide, Barbarian Group, Beattie McGuinness Bungay,
McKinney, OpenTide Greater China
693
+16.0
25
Publicis Healthcare
Communications Group Publicis Groupe
Digitas Health, Publicis Life Brands Medicus,
Razorfish Healthware, Saatchi & Saatchi Wellness
640
0.0
5
From Agency Report 2014 (April 28, 2014). See expanded network holdings: AdAge.com/agencyfamilytrees2014. Source: Ad Age DataCenter
estimates. Numbers rounded. Ranking and listing based on network configuration as of April 2014. Not all network units shown. Media agencies
not included in this ranking. 1. Aligned with McCann Worldgroup. 2. Rolls up financially to network but operates autonomously. 3. Estimated
pro forma revenue excluding media agencies (Carat, Posterscope, Vizeum). 4. Revenue shown is estimated pro forma including iThink,
La Comunidad and Second Story. 5. Publicis Groupe in November 2014 signed deal to buy Sapient Corp. for $3.7 billion.
ADVERTISING AGE
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Largest worldwide agency ventures by category
By 2013 estimated worldwide revenue.
WORLDWIDE 2013 REVENUE
IN CATEGORY
% CHG
WORLDWIDE 2013 REVENUE TOTAL
FOR CATEGORY
% CHG
$17.3 billion
+4.8%
50 LARGEST AGENCY COMPANIES
$75.7 billion
+4.0%
$3.6 billion
+4.1
25 LARGEST AGENCY NETWORKS
$38.5 billion
+1.0
IBM Interactive Experience IBM Corp.
$1.3 billion
NA
15 LARGEST DIGITAL-AGENCY NETWORKS
$10.1 billion
+4.3
ADVERTISING AGENCY
Dentsu Dentsu Inc.
$2.2 billion
-14.0
10 LARGEST ADVERTISING AGENCIES
$13.6 billion
-2.7
Starcom MediaVest Group Publicis Groupe
$1.3 billion
+16.4
10 LARGEST MEDIA-AGENCY NETWORKS
$9.2 billion
+10.6
CRM / DIRECT AGENCY NETWORK
Epsilon Alliance Data Systems Corp.
$1.4 billion
+10.6
10 LARGEST CRM/ DIRECT AGENCY NETWORKS
$7.7 billion
+4.5
PUBLIC-RELATIONS AGENCY NETWORK
Edelman DJE Holdings
$741 million
+11.9
10 LARGEST PUBLIC-RELATIONS AGENCY NETWORKS
$4.5 billion
+4.3
CATEGORY / LARGEST VENTURE, PARENT
AGENCY COMPANY
WPP
AGENCY NETWORK
Young & Rubicam Group WPP
DIGITAL-AGENCY NETWORK
MEDIA-AGENCY NETWORK
From Agency Report 2014 (April 28, 2014). See expanded rankings: AdAge.com/agencyreport2014. Source: Ad Age DataCenter estimates.
U.S. agency revenue growth: 2009-2013
Annual growth rates from Agency Reports.
U.S. agency revenue growth:
2009-2013
Digital share of U.S. agency
revenue: 2009-2013
Agency revenue in 2013 grew at its slowest pace
since the ad recovery began in 2010.
Digital revenue as percent of U.S. agency revenue.
Digital services accounted for more than one-third of
revenue for U.S. agencies in 2013.
10%
40%
7.7%
7.9%
35.3%
5.6%
30.3%
30
3.7%
32.5%
28.0%
25.8%
20
0
10
-7.5%
0
-10
2009
2010
2011
2012
2013
2009
2010
2011
2012
2013
Agency Reports growth rates based on U.S. agencies from all disciplines. Source: Ad Age Agency Reports.
See more: AdAge.com/agencyreport2014.
28 • DECEMBER 29, 2014
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Largest U.S. agency ventures by category
By 2013 estimated U.S. revenue.
CATEGORY / LARGEST VENTURE, PARENT
U.S. 2013 REVENUE
IN CATEGORY
% CHG
U.S. 2013 REVENUE TOTAL
FOR CATEGORY 1
% CHG
$7.6 billion
+2.8%
U.S. REVENUE OF WORLD’S 50 LARGEST AGENCY COMPANIES
$32.1 billion
+6.2%
$1.6 billion
+3.3
$1.2 billion
+11.6
940 AGENCIES FROM ALL DISCIPLINES 2
$39.1 billion
+3.7
$552 million
+2.1
535 UNITS WITH AD-AGENCY REVENUE
$11.1 billion
+1.8
$705 million
+18.1
10 LARGEST MEDIA-AGENCY NETWORKS
$2.5 billion
+11.1
$599 million
NA
20 LARGEST DIGITAL-AGENCY NETWORKS
$6.3 billion
NA
AGENCY COMPANY
Omnicom Group
AGENCY NETWORK
McCann Worldgroup Interpublic Group of Cos.
AGENCIES FROM ALL DISCIPLINES 2
Epsilon 3 Alliance Data Systems Corp.
ADVERTISING AGENCY
BBDO Worldwide Omnicom
MEDIA-AGENCY NETWORK
Starcom MediaVest Group Publicis Groupe
DIGITAL-AGENCY NETWORK
IBM Interactive Experience IBM Corp.
CRM / DIRECT AGENCY NETWORK
Epsilon 4 Alliance Data Systems Corp.
PUBLIC-RELATIONS AGENCY NETWORK
Edelman DJE Holdings
HEALTH-CARE AGENCY NETWORK
Publicis Healthcare Comms. Group Publicis
238 UNITS WITH SEARCH-MARKETING REVENUE
$1.2 billion
+13.3
$65 million
+25.0
247 UNITS WITH MOBILE-MARKETING REVENUE
$1.2 billion
+27.7
$1.3 billion
+10.8
243 UNITS WITH CRM/ DIRECT-MARKETING REVENUE
$6.8 billion
+5.2
$450 million
+10.9
244 UNITS WITH PUBLIC-RELATIONS REVENUE
$4.1 billion
+2.4
$510 million
0.0
EXPERIENTIAL/ EVENT-MARKETING AGENCY
IN Marketing Services Advantage Sales and Mktg 5
HISPANIC-AMERICAN
LatinWorks Omnicom (49%)
AFRICAN-AMERICAN
GlobalHue
ASIAN-AMERICAN
Gravity Media
212 UNITS WITH HEALTH-CARE REVENUE
$3.5 billion
+4.9
$295 million
NA
263 UNITS WITH PROMOTION REVENUE
$3.8 billion
+4.0
$295 million
NA
192 UNITS WITH EXPERIENTIAL/ EVENT REVENUE
$2.2 billion
+2.9
$36 million
+22.5
101 UNITS WITH HISPANIC-AMERICAN REVENUE
$597 million
+5.7
$27 million
-14.2
48 UNITS WITH AFRICAN-AMERICAN REVENUE
$174 million
-3.4
$22 million
NA
36 UNITS WITH ASIAN-AMERICAN REVENUE
$119 million
+2.2
PROMOTION AGENCY
IN Marketing Services Advantage Sales and Mktg 5
+0.6
0.0
MOBILE MARKETING
Wunderman WPP
$15.9 billion
$110 million
SEARCH MARKETING
iCrossing Hearst Corp.
U.S. REVENUE OF WORLD’S 25 LARGEST AGENCY NETWORKS
From Agency Report 2014 (April 28, 2014). See expanded rankings: AdAge.com/agencyreport2014. Source: Ad Age DataCenter estimates.
1. Unit count in this column shows number of units (agencies) with U.S. revenue in this discipline in Agency Report 2014.
2. All Disciplines ranking of 940 agencies from all disciplines in Agency Report 2014.
3. Epsilon U.S. agency revenue.
4. Epsilon U.S. network CRM/direct revenue.
5. Private-equity firms Leonard Green & Partners, Los Angeles, and CVC Capital Partners, London, in July 2014 bought a majority stake in
Advantage Sales and Marketing.
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CONSUMERS
2014 U.S. population by race
2014 Hispanic population by age
Population in millions.
Hispanics account for more than one-fifth of the U.S.
population for every age up to 39. Total U.S. Hispanic
population: 55.8 million.
Native Hawaiian/
Pacific Islander
0.7M
Two or more
races 8.0M
Asian 16.6M
American Indian/
Alaska Native
4.0M
30% 10.7M
9.5M
Circles show number of Hispanics.
U.S. total: 55.8 million
9.4M 8.6M
55.8M
7.2M
20
Total
population
318.9M
5.2M
3.0M
10
Black
42.1M
White
247.4M
2.2M
0
Age: 0-9 10-19 20-29 30-39 40-49 50-59 60-69 70+ Total
Source: Census Bureau. Projections for July 2014 from national projections released in December 2012. More info: census.gov.
Index of consumer sentiment
Consumer confidence rose in 2014, with the Thomson Reuters/University of Michigan index of consumer sentiment
climbing to 88.8 in November. That’s the highest monthly final reading since prerecession July 2007.
90.4
100%
88.8
80
60
40
20
RECESSION
0
2007
2008
2009
2010
2011
2012
2013
2014
Source: Thomson Reuters/University of Michigan index of consumer sentiment. Graph shows final (that is, not preliminary) readings.
More info: http://www.sca.isr.umich.edu.
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How Americans use leisure time
Americans age 15+ on average had 5.3 hours of leisure time per day in 2013.
Watching TV is by far the No. 1 leisure activity.
AVERAGE LEISURE HOURS IN 2013
Age
AVERAGE WEEKDAY LEISURE HOURS SPENT IN 2013 ON...
All days
Weekdays
Weekends,
holidays
Watching TV
5.6
5.2
4.3
4.1
4.7
5.7
7.1
7.5
5.3
5.6
4.9
5.1
4.8
3.7
3.4
4.1
5.2
6.8
7.4
4.7
5.0
4.5
6.8
6.4
5.7
5.7
5.9
6.9
7.9
7.8
6.5
7.1
5.9
1.9
2.1
1.9
1.9
2.5
3.1
3.9
4.2
2.6
2.7
2.5
15-19
20-24
25-34
35-44
45-54
55-64
65-74
75+
15+
Men
Women
Playing games
Socializing and and computer
communicating use for leisure
0.7
0.7
0.6
0.5
0.4
0.5
0.6
0.6
0.5
0.5
0.6
Reading
Participating in
sports, exercise
and recreation
Relaxing/
thinking
Other leisure
and sports
activities 1
0.2
NA
0.1
0.1
0.2
0.4
0.7
0.9
0.3
0.3
0.4
0.7
0.5
0.2
0.2
0.2
0.2
0.3
0.2
0.3
0.4
0.2
0.1
0.3
0.2
0.2
0.3
0.4
0.4
0.7
0.3
0.3
0.3
0.7
0.4
0.3
0.2
0.3
0.3
0.4
0.4
0.3
0.4
0.3
0.9
0.6
0.4
0.3
0.3
0.3
0.5
0.4
0.4
0.5
0.3
1. Including travel related to leisure and sports activities. Source: Bureau of Labor Statistics' 2013 American Time Use Survey. More info: bls.gov/tus.
Median household income
$56,895
Median household income in inflation-adjusted 2013 dollars.
Real median household income edged up 0.2% to $51,939 in 2013, the first increase
since prerecession 2007. Household income peaked in 1999.
$51,939
$60,000
+0.2%
-2.2%
50,000
-3.6%
RECESSION
YEAR
40,000
1999
2000
2001
-0.7%
RECESSION
YEARS
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Source: Census Bureau's Current Population Survey (Annual Social and Economic Supplements). More info: census.gov.
Income distribution among
households rich to poor
Mean (average) income for
households rich to poor
Share of aggregate income by household-income
quintiles. The poorest quintile accounted for just 3.2%
of income in 2013; the top fifth accounted for 51.0%.
Mean income for household-income quintiles in 2013;
percent change vs. prerecession 2007. Rich households
have rebounded faster than poor households.
LOWEST 20%
ALL
LOWEST
HOUSEHOLDS 20%
SECOND
THIRD
FOURTH
TOP 20%
2013
8.4% 14.4%
23.0%
51.0%
2007
8.7% 14.8%
23.4%
49.7%
2000
8.9% 14.8%
23.0%
49.8%
1990
9.6% 15.9%
24.0%
46.6%
1980
10.2% 16.8%
24.7%
44.1%
1970
10.8%
17.4%
24.5%
43.3%
SECOND
THIRD
FOURTH
TOP
20%
-1.9 %
-4.4 %
$72,641
-7.8 %
-10.2 %
$30,509
-6.8 %
$52,322
-6.0 %
$185,206
$83,519
$11,651
Source: Census Bureau’s Current Population Survey (Annual Social and Economic Supplements).
Bottom right graphic: Percent change based on real (inflation-adjusted) mean income. More info: census.gov.
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When and how smartphone owners use their devices
More than three-fourths of adult smartphone owners message around 5 p.m. at least once during a typical week.
Clock shows peak time (all p.m.) for each activity and percentage of smartphone users who do the activity in that hour. 1
Low point for all smartphone activities: 3 a.m.
IM/chat:
11.9%
Download app:
11.8%
11
12
Email:
55.3%
1
10
Watch downloaded/
streamed video: 8.9%
2
9
3
8
Messaging:
75.7%
4
7
Social networking
39.4%
GPS:
12.3%
6
5
Talk:
72.7%
Play games:
22.4%
Visit websites:
50.3%
Listen to music:
8.6%
Camera:
13.3%
Source: Experian Marketing Services’ Simmons Connect. Adult smartphone users, spring 2014. More info: experian.com/marketingservices.
1. Percentages indicate unduplicated aggregate percentage of smartphone owners who engage in the activity in that hour at least once during a
typical week. For example, 39.4% of smartphone owners use a phone for social networking between 8 p.m. and 9 p.m. at least once in a week.
Get smart: Household, personal use of smart devices
Popularity of emerging smart-technology products.
18%
14%
11%
Percent of adults who have
smart entertainment
(TV or speakers) in the home
Percent of U.S. households that
have smart home devices
(light bulbs, outlets/wall switches,
smart locks, alarms, thermostat,
window coverings, cameras)
Percent of adults who use
connected wearables
(fitness devices, smart watch or
visual enhancement devices)
Source: Experian Marketing Services’ Internet of Things report (November 2014). More info: experian.com/marketingservices.
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How TV viewers are multitasking
Percent of adults who do these activities while watching TV. More than half of adults at least somewhat often
surf the web on a computer or text on a mobile phone while watching TV.
VERY OFTEN
OFTEN
SOMEWHAT OFTEN NOT VERY OFTEN
NOT AT ALL
Email on computer
IM/chat on computer
Listen to radio
Play games
Read magazine/comic book
Talk on mobile phone
Text on mobile phone
Visit websites on computer
Visit websites on mobile phone
Watch videos on computer
0%
20%
40%
60%
80%
100%
Source: Experian Marketing Services’ Simmons Connect. Results based on adult survey participants who answered question (and so results
exclude non-responses), spring 2014. More info: experian.com/marketingservices.
Who is cutting the cord?
An estimated 7.3% of U.S. households (8.6 million homes) are considered “cord-cutters,”
meaning they have high-speed internet but no cable or satellite TV service, according to Experian Marketing Services.
That’s up from 4.5% of households (5.1 million homes) in 2010.
Percent of U.S. households that
are cord-cutters
Increased likelihood of household
being a cord-cutter based on
device ownership
20%
iPhone
17.4%
13.5%
15
+28%
12.7%
Any smartphone
+24%
10
iPad
4.5%
5
0
7.9%
7.3%
2014
+21%
2010
All
households
Any tablet
Anyone age 18 to Household watches
34 in a household Netflix or Hulu
+15%
Source: Experian Marketing Services’ cross-device video analysis (summer 2014). More info: experian.com/marketingservices.
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JOBS
U.S. ad agency and internet-media employment
Ad agency staffing (197,100) is near its highest point since 2001. Internet-media1 staffing (163,600)
is at a record high and has nearly doubled since 2009.
250,000
197,100
196,100
150,000
Ad agency jobs
163,600
103,600
Internet-media jobs
RECESSION
50,000
0
2000
2001
RECESSION
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
U.S. media employment
Job growth in millions
Share of media 2 jobs in 2000 (dot-com bubble),
2007 (eve of recession) and now. Internet media now
account for more than one-fifth of U.S. media jobs.
Annual increase (decrease) in total U.S. employment 3.
The economy added 2.7 million jobs in the first 11
months of 2014, putting 2014 on track to score the
biggest job gains since 1999.
TV
INTERNET
NEWSPAPER
MAGAZINE RADIO
22.2%
10.7%
40.1%
16.2% 10.8%
8.6%
38.8%
2000
2007
23.9%
0
16.1%
12.6%
2014
25.9%
5
-5
21.5%
27.4%
12.7% 12.6%
*11 months
1999
2004
2009
2014*
Source: Ad Age DataCenter analysis of Bureau of Labor Statistics data. Numbers rounded. See expanded data: AdAge.com/adjobs.
1. Internet-media businesses and web-search portals.
2. TV, internet media, newspaper, magazine, radio. December 2000; November 2007; October 2014.
3. Change in total nonfarm private employment (seasonally adjusted), year end vs. year end; 2014 is November 2014 vs. year-end 2013.
34 • DECEMBER 29, 2014
ADVERTISING AGE
REFUSES TO
EAT BACON.
FORMAL STUDY
PENDING.
WAGS WAGNER // FOOD SNOB
It’s not strange they own a dog, even the only one who hates bacon. Or that they rank
highly for buying weight-management dog food and watching the Thanksgiving Day
National Dog Show. But it might surprise you to learn that families like the Wagner’s
are just as likely to own a fish. Maybe that explains their fondness for aquariums,
lakefront vacations and zooming around on jet skis. Learn more about our Neustar’s
trusted identity data and insights. Go to www.neustar.biz/wagners.
This information is compiled at the household level using Neustar’s
products and services and is not based on actual online behavioral data.
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“HI, YOU’VE REACHED
THE WAGNERS.
MAKE IT RELEVANT.”
BEEP!
What makes the Wagner family click, visit, learn and buy? Targeted, relevant messages
that build a one-to-one dialogue. Neustar’s identity data and insights help you do
that. Understand your audiences, personalize more effectively and drive conversions
throughout all your marketing channels. Learn more at www.neustar.biz/wagners.
This information is compiled at the household level using Neustar’s
products and services and is not based on actual online behavioral data.
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