The IPA has published the results of a survey carried out in the summer into the services offered by its 245 member companies, in relation to media buying. The response rate was 55% (135), although this does represent 79% of IPA gross income.
The results showed that just over half of the respondents (69) offered all services in-house, representing 56% of total IPA agency gross income; whilst just under half (66) organised media services within their group, a joint venture or a media buying company, or were themselves a media buying company.
The survey concluded that there has been a clear trend in clients’ unbundling of media activities; that IPA membership covers a broad spectrum of agencies and media specialists; that for agencies offering both creative and media services, three quarters of gross income is awarded on a full service basis and that a significant minority of members treat media activity as a group service, joint venture or use a separate specialist.
IPA : 071 235 7020
Media Jobs
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