Nielsen media agency billings: Only five from top 20 agencies grow
Only five of Australia’s top 20 media agencies grew their billings in 2011, a report from Nielsen suggests.
Source: Nielsen
GroupM’s MediaCom and MindShare, Omnicom’s PHD and independent players Pearman Media and Paykel stood out in a market that shrunk overall.
The market receded by 2% in a year – although Nielsen’s data does not cover online, the fastest growing medium.
Starcom MediaVest, UM, Initiative and Carat and indies Adcorp and Russell Curtis & Janes saw their billings fall over the year.
For nine of the top 20, billings remained unchanged.
Mitchells remains Australia’s only billion-dollar media buyer, unbudged at the top to the rankings with billings of $1050m-$1070m.
However, Mitchells owner Aegis Media is second to WPP’s GroupM as Australia’s biggest group buying point. Combined, MediaCom, Mindshare, Maxus and MEC buy media worth $1.47bn-$1.55bn. Aegis Media’s Mitchells and Carat buy $1.24bn-$1.28bn.
Broken down by medium, Mitchells is Australia’s top print, TV and radio agency, while OMD is the biggest buyer of cinema and out of home.
Retailers spent the most on media in 2011, followed by cars and entertainment/leisure brands, B&T is reporting.
Go Dominic!
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Wrong!
Mitchell’s combined with MPG is Australia’s only billion dollar media buyer.
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so, let me get this straight….the figures don’t include online, as you have stated….and yet we’re basing the “facts” of this article around those figures anyway?
Isn’t that a bit like looking at your bank balance, saying to yourself – awesome I’ve got $5000, but ignoring the fact you have a $5k credit card bill?
Basically, it’s a bit silly…..clearly people are ploughing money into online, thats not a secret, and maybe they’re spending more in this space than they’re taking from elsewhere….maybe they aren’t. The point is WE DON’T KNOW so what you’re doing here is assuming….and assumption, as we are all very very aware is the mother of all f**k ups….
What would have been more accurate, and credible at least, is to say these 5 agencies have reduced their billings in OFFLINE media, these other 15 have increased theirs, otherwise you’re just making it up.
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Have you done the math Tim? It’s not hard – minus MPG’s spend from Mitchells and you get their real spend. It’ll be about $850m!
Although Fudged makes a valid point! 🙂
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You make a point fudged. Maybe just like the PWC online data which Google doesn’t provide data to so it is estimated.
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– although Nielsen’s data does not cover online, the fastest growing medium…
So when will they? Or can’t they?
Anyone? What’s the point of not measuring everything?
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