Worldwide Media Buying Up 5.6% In 2007
Worldwide media buying spend totalled $399,951 billion in 2007, up 5.6% from 2006, with WPP’s billings increasing by 7%, putting it in first place in the media billings table with a market share of 15.9% or $63,479 billion.
The data, from Paris-based research firm RECMA, also shows that Publicis and Omnicom were both up on 2006, by 7.2% and 7.4% respectively.
Publicis had total billings of $47,670 billion in 2007 with a market share of 11.9%, while Omnicom’s were $32,820 billion with a market share of 8.2%.
Interpublic was down 5.2% year on year, with a 5.8% market share and billings of $23,033 billion.
Aegis, up 8.4% on 2006, had a market share of 5.6% or $22,393 billion, while Havas saw impressive year on year growth of 14.5%, taking its market share to 3.1% or $12,305 billion.
Looking at agencies, Omnicom’s OMD grabbed a 6.7% market share or $26,311 billion, while Publicis’ Starcom MediaVest SMG had the second largest amount of media billings last year, with $25,355 billion.
| Global Buying Billings Ranking 2007 By Market Share | ||||
| covering 55 countries | ||||
| Rank | Market share | Groups of networks/media organisations | US $bn | Growth rate 07 v 06 |
| 1 | 15.9% | WPP/GroupM | 63,479 | 7.0% |
| 2 | 11.9% | Publicis/VivaKi | 47,670 | 7.2% |
| 3 | 8.2% | Omnicom/OMG | 32,820 | 7.4% |
| 4 | 5.8% | Interpublic/Mediabrands | 23,033 | -5.2% |
| 5 | 5.6% | Aegis/Aegis Media | 22,393 | 8.4% |
| 6 | 3.1% | Havas/Havas Media | 12,305 | 14.5% |
| Rank | Market share | Global Networks (inc Brands & sub-units | US $bn | Growth rate 07 v 06 |
| 1 | 6.6% | OMD Omnicom | 26,311 | 6.7% |
| 2 | 6.3% | Starcom MediaVest SMG Publicis | 25,355 | 6.4% |
| 3 | 5.7% | MindShare WPP | 22,835 | 0.8% |
| 4 | 5.6% | ZenithOptimedia Publicis | 22,315 | 8.0% |
| 5 | 4.9% | MediaCom WPP | 19,755 | 10.5% |
| 6 | 4.8% | Mediaedge:cia WPP | 19,114 | 10.6% |
| 7 | 4.7% | Carat Aegis | 18,622 | 5.8% |
| 8 | 3.0% | Universal McCann Interpublic | 11,924 | -6.5% |
| 9 | 2.8% | MPG Havas | 11,244 | 15.5% |
| 10 | 2.8% | Initiative Interpublic | 11,109 | -3.7% |
| 11 | 1.6% | PHD Omnicom | 6,509 | 10.3% |
| 12 | 0.9% | Vizeum Aegis | 3,771 | 23.3% |
| 13 | 0.4% | MAXUS WPP | 1,775 | 20.5% |
| 14 | 0.3% | Arena Havas | 1,061 | 5.0% |
| Total 6 groups/14 media networks | 201,700 | 6.1% | ||
| Independents/In-house/other players | 198,251 | 4.8% | ||
| Total ww buying market (estimated by RECMA – 55 countries) | 399,951 | 5.6% | ||
| The RECMA buying billings estimates covered spending in traditional media only (ad monitored data). Diversified Services’ billings are evaluated separately and are part of the Overall Activity billings (to be released by end of October 08) | ||||
RECMA: www.recma.com