MediaCom Comes Out Top In Terms Of Billings
MediaCom was the most successful individual media buying agency in terms of billings during 2003, according to the latest league table published by Nielsen Media Research.
The Grey Global-owned agency rose from third place in the previous year’s rankings, overtaking ZenithOptimedia and Carat to take the top spot with an 11% increase in billings to almost £611 million.
The newly merged ZenithOptimedia slipped by 13% during the same period to £605.9 million, while Carat was knocked out of the all important top three after seeing billings drop by 7.9% to just under £520 million.
Mindshare experienced the most significant percentage rise of any agency in the top ten, with a 15.8% year on year increase in billings to just under £557 million. Initiative Media London and Universal McCann London also performed well with billings climbing by 13.5% and 13.15% respectively.
The figures from Nielsen Media Research show that PHD saw billings drop by 4.7% during 2003 to just under £263 million and Starcom Mediavest dipped by almost 4.5% last year to £260 million. In brand group terms, OMK UK topped the table, followed by Mediacom Holdings in second and Starcom UK Group in third.
| Top Ten Individual Buying Agencies 2003 | ||||
| Rank | Agency | 2003 Billings (£m) | 2002 Billings (£m) | YoY % Change |
| 1 (3) | MediaCom | 610.93 | 550.06 | 11.06 |
| 2 (1) | ZenithOptimedia | 605.9 | 697.42 | -13.2 |
| 3 (4) | Mindshare | 556.74 | 480.77 | 15.8 |
| 4 (2) | Carat | 519.17 | 563.46 | -7.86 |
| 5 (5) | OMD UK | 427.31 | 400.46 | 6.7 |
| 6 (7) | Initiative Media London | 415.04 | 365.46 | 13.46 |
| 7 (6) | Starcom Motive | 388.62 | 372.36 | 4.36 |
| 8 (8) | Universal McCann London | 325.1 | 287.31 | 13.15 |
| 9 (9) | PHD | 262.98 | 276.08 | -4.74 |
| 10 (10) | Starcom MediaVest | 260.11 | 272.25 | -4.46 |
| Source: Nielsen Media Research | ||||
Last summer latest Media Agency Monitor from Ocean Consulting identified MediaCom and Carat as the agencies most admired by media owners for their all round professionalism and commercial performance. The research surveyed top-level executives at virtually all of the UK’s major consumer media owners to gauge their views on the current agency scene (see MediaCom And Carat Identified As Most Admired Agencies).
Data Methodology: Agency client assignments at brand level are compiled by Nielsen Media Research using data supplied by agencies, media owners and information published in the marketing press. All figures are estimated costs based on factors including rate card, industry discount factors and viewing figures. Data includes: TV, Radio, Press, Cinema, and Outdoor. Nielsen Media Research provides comprehensive information available across all media platforms, matching creative execution to expenditure, volume and demographics. Nielsen Media Research is active in 40 markets, offering television and radio audience measurement, advertising information services, print readership and customised research.
Nielsen Media Research: 01344 469 200 www.nielsenmedia.co.uk
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