$13.3bn
$X.Xbn
19,539
679
$X.Xbn
The emergence of new media and the shift away from traditional media toward digital services has particularly prompted a change in advertising strategies. Since almost all companies are undergoing a digital transformation, media buying agencies must specialize in online advertising to adapt to the changing media landscape. Many companies have been able to do this effectively. Nonetheless, inflation hit a fresh 40-year record in 2022, pulling back on ad spending and causing corporate profit and consumer spending to drop. While this dynamic has since eased, the industry has been forced to innovate to sustain demand amid uncertain economic conditions. Data-driven insights and programmatic advertising have propelled the industry forward. Media Buying Agencies revenue has increased at a CAGR of 1.9% to total $13.3 billion in 2024, including an estimated 0.7% in the current year, while profit reaches 10.1%.
Industry revenue has grown at a CAGR of 1.9 % over the past five years, to reach an estimated $13.3bn in 2024.
Market size is projected to grow over the next five years.
Company | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
---|---|---|---|---|
Interpublic Group Of Companies, Inc. | 5,071.6 | 367.4 | 7.2 | |
Omnicom Group Inc. | 465.7 | 53.5 | 11.5 | |
Wpp Plc | 370.4 | 4.0 | 1.1 |
To view the market share and analysis for all 7 top companies in this industry, view purchase options.
Industry revenue is measured across several distinct product and services lines, including Full media planning and buying services, Media buying services and Media planning services. Full media planning and buying services is the largest segment of the Media Buying Agencies in the US.
Full media planning and buying services face challenges
Media buying agencies purchase advertising time and space from media providers and resell it to advertisers. They can also be involved in planning individual campaigns and monitoring the results of advertising placements against agreed metrics, including target audience reach. Large advertisers may bypass this industry by using in-house media buying teams and dealing directly with media representatives.
Purchase this report to view all 7 major companies in this industry.
NAICS 54183 - Media Buying Agencies in the US
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Revenue is under pressure as consumers try harder to avoid advertisements. Media buying agencies have turned to external services and tools to show viewers more relevant ads ...
Learn about an industry's products and services, markets and trends in international trade.
Media buying agencies provide both media planning and buying services. Clients increasingly demand the ability to secure media time and space and create and monitor advertise...
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
The West region accounts for the largest share of establishments. Many major TV studios have production companies in California, so media buyers and representatives have loca...
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Competition in media buying agencies is high because of the ongoing consolidation of major advertising agencies on a global basis. Since market concentration is low, the indu...
Learn about the performance of the top companies in the industry.
Omnicom Group acquires TechAspect Solutions to expand its digital service offerings. TechAspect Solutions specializes in the design, delivery and implementation of customer e...
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
The industry doesn't receive any governmental assistance. Many agencies belong to trade associations like the American Association of Advertising Agencies (AAAA) and the Amer...
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Cost structures vary across the industry. Companies may benefit from operating efficiencies by conducting at scale or offering more services with greater technological implem...
Including values and annual change:
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Unlock comprehensive answers and precise data upon purchase. View purchase options.
The market size of the Media Buying Agencies in the US industry in United States is $13.3bn in 2024.
There are 679 businesses in the Media Buying Agencies in the US industry in United States, which has declined at a CAGR of 1.4 % between 2019 and 2024.
The market size of the Media Buying Agencies in the US industry in United States has been growing at a CAGR of 1.9 % between 2019 and 2024.
Over the next five years, the Media Buying Agencies in the US industry in United States is expected to grow.
The biggest companies operating in the Media Buying Agencies market in United States are Interpublic Group Of Companies, Inc., Omnicom Group Inc. and Wpp Plc
Media buying services and are part of the Media Buying Agencies in the US industry.
The company holding the most market share in United States is Interpublic Group Of Companies, Inc..
The level of competition is high and steady in the Media Buying Agencies in the US industry in United States.