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.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.