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2018 Market Analysis & Industry Outlook: Advertising & Public Relations

Overview of the U.S. Advertising & Public Relations Industry

This section provides answers to key questions about the industry:
  1. What is the total market size (industry revenue)?
  2. What is the industry outlook?
  3. Market Analysis: Is the market growing or declining, and how quickly?
  4. Are long-term forecasts positive or negative?
  5. What is the average company size in the industry?
  6. How many companies are in the industry?

Market Size & Industry Statistics

The total U.S. industry market size for Advertising & Public Relations: Industry statistics cover all companies in the United States, both public and private, ranging in size from small businesses to market leaders. In addition to revenue, the industry market analysis shows information on employees, companies, and average firm size.

Investors, banks, and business executives use growth rates and industry trends to understand the market outlook and opportunity.

market size 2018
Charts and graphs can be copied to Microsoft Word and Powerpoint presentations.

Statistics 2012        2013        2014        2015        2016        2017
Market Size
(Total Sales/Revenue)

Order at top of page
Total Firms
Total Employees
Average Revenue Per Firm
Average Employees Per Firm
Statistics Source: U.S. Census, AnythingResearch Market Analysis

Market Forecast[PREMIUM]

Market forecasts show the long term industry outlook and future growth trends. The following five-year demand forecast projects both short-term and long-term trends.

market forecast

Forecast / Industry Outlook 2017 2018 2019 2020 2021 2022
Market Forecast ($ millions)
Projected Industry Growth Rate (%)
Source: AnythingResearch Economic Analysis

Product & Services Breakdown

Research products and services in the Advertising & Public Relations industry generating sales. Note that products are broken into categories with different levels of classification.

Product DescriptionNumber of Companies Sales ($ millions) Percent of Total Sales

Industry Total

Advertising Placement Services (Include Bundled Placement And Creative Services.)

Advertising Creative Services Billed Separately (Include Graphic Design Services.)

Sales Promotion Services

Direct Marketing Services

Public Relations Services

Full Public Relations Services

Media Relations Services

Crisis Management Services

Lobbying Services

Event Management Services (Public Relations)

Media Monitoring And Analysis

Development And/Or Fundraising Services

Media Planning And/Or Buying Services

Full Media Planning And Buying Services

Media Planning Services

Media Buying Services

Media Representation Services

Sales Agent Services For Advertising Space In Print Media

Sales Agent Services For Advertising Time On Television

Sales Agent Services For Advertising Time On Radio

Sales Agent Services For Advertising Time On The Internet

Sales Agent Services For Advertising Time Or Space In Media, Excluding Print, Television, Radio, And Internet

Display Advertising Services

Leased Display Advertising Media Space, Large Format

Leased Display Advertising Media Space, Transit

Leased Display Advertising Media Space, Street Furniture And Other Urban Fixtures

Leased Display Advertising Media Space, Other

Direct Mail Advertising Services

Full Direct Mail Services

Concept Development Services For A Direct Mail Advertising Campaign

Mailing List Support Services

Print Services For Direct Mail Advertising Materials

Letter Shop Services

Fulfillment Services

Other Direct Mail Advertising Services

Distribution Of Advertising Materials, Other Than By Mail

Distribution Of Advertising Materials - Door-To-Door

Distribution Of Advertising Materials - In Public Locations

Distribution Of Advertising Materials - Other, Excluding Mail, Door-To-Door, And In Public Locations

Coordination Of Production And Delivery Of Premiums (I.E., Advertising Specialties)

Product Or Merchandise Demonstrations

Signs, Custom Fabrication, Including Banners, A-Frame, Neon, And Outdoor

Other Services Related To Advertising

Marketing Research Services

Licensing Of Rights To Use Intellectual Property

Resale Of Merchandise

All Other Receipts

All Other Operating Receipts

U.S. Geographic Distribution: Revenue Statistics by State

Market Size by State ($ millions) indicates how the industry's competition is distributed throughout the country. State-level information can identify areas with higher and lower industry market share than average.

U.S. map of Advertising & Public Relations by state

Income Statement (Average Financial Metrics)

Financial metrics provide a snapshot view of a benchmark "average" company. Key business metrics show revenue and operating costs. The data collected covers both public and private companies.

Industry AveragePercent of Sales
(Industry Benchmark)
Total Revenue

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Operating Revenue
Cost of Goods Sold
Gross Profit

Operating Expenses
Pension, profit sharing plans, stock, annuity
Rent paid on business property
Charitable Contributions
Domestic production activities deduction
Compensation of officers
Salaries and wages
Employee benefit programs
Taxes and Licenses
Bad Debts
Other Operating Expenses
Total Operating Expenses
Operating Income
Non-Operating Income
EBIT (Earnings Before Interest and Taxes)
Interest Expense
Earnings Before Taxes
Income Tax
Net Profit
Source: AnythingResearch Analysis of U.S. federal statistics

Financial Ratio Analysis

Financial ratio information can be used to benchmark how a Advertising & Public Relations company compares to its peers. Accounting statistics are calculated from the industry-average for income statements and balance sheets.

Profitability & Valuation RatiosIndustry Average
Company valuation can be measured based on the firm's own performance, as well as in comparison against its industry competitors. These metrics show how the average company in the Advertising & Public Relations industry is performing.
Profit Margin
Gross Profit Margin, Operating Profit Margin, and Net Profit Margin. Show company earnings relative to revenues.
Return on Equity (ROE)
Return on Equity (ROE) is net income as a percentage of shareholders' equity. Shareholders' Equity is defined as the company's total assets minus total liabilities. ROE shows how much profits a company generates with the money shareholders invested (or with retained earnings).
Return on Assets (ROA)
Return on Assets (ROA) is net income relative to total assets. The market research on Advertising & Public Relations measures how efficiently the company leverages its assets to generate profit. ROA is calculated as Net Income divided by Total Assets.

Liquidity RatiosIndustry Average
Bankers and suppliers use liquidity to determine creditworthiness and identify potential threats to a company's financial viability.
Current Ratio
Measures a firm's ability to pay its debts over the next 12 months.
Quick Ratio (Acid Test)
Calculates liquid assets relative to liabilities, excluding inventories.

Efficiency Ratios - Key Performance IndicatorsIndustry Average
Measure how quickly products and services sell, and effectively collections policies are implemented.
Receivables Turnover Ratio
If this number is low in your business when compared to the industry average in the research report, it may mean your payment terms are too lenient or that you are not doing a good enough job on collections.
Average Collection Period
Based on the Receivables Turnover, this estimates the collection period in days. Calculated as 365 divided by the Receivables Turnover
Inventory Turnover
A low turnover rate may point to overstocking, obsolescence, or deficiencies in the product line or marketing effort.
Fixed-Asset Turnover
Generally, higher is better, since it indicates the business has less money tied up in fixed assets for each dollar of sales revenue.

Compensation & Salary Surveys for Employees

Compensation statistics provides an accurate assessment of industry-specific jobs and national salary averages. This information can be used to identify which positions are most common, and high, low, and average annual wages.

TitlePercent of WorkforceBottom Quartile Average (Median) SalaryUpper Quartile
Management Occupations 11%

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Chief Executives0%
General and Operations Managers4%
Advertising, Marketing, Promotions, Public Relations, and Sales Managers 5%
Business and Financial Operations Occupations 10%
Business Operations Specialists 8%
Arts, Design, Entertainment, Sports, and Media Occupations 23%
Art and Design Workers 11%
Designers 7%
Media and Communication Workers 10%
Public Relations Specialists 8%
Public Relations Specialists 8%
Sales and Related Occupations 25%
Sales Representatives, Services 16%
Advertising Sales Agents 13%
Advertising Sales Agents 13%
Other Sales and Related Workers 7%
Demonstrators and Product Promoters 6%
Office and Administrative Support Occupations 20%
Other Office and Administrative Support Workers 7%
Source: Bureau of Labor Statistics

Advertising & Public Relations Industry Market Share [PREMIUM]

Largest companies in the industry and related industries, with private company revenue estimates.

CompanyAddressRevenue Estimate

Innovation News

  • Professional Diversity Network trademarks "W INTERNATIONAL ASSOCIATION OF WOMEN" - Association services - 01/06/2018
  • Hospitality Ebusiness Strategies trademarks "NEXTGUEST" - Consulting services in the field of software as a service (SAAS) including CRM (Customer Relationship Management Systems), CMS (Content Management Systems), Database Management Applications, Website Revenue Optimization Systems, Reservation Abandonment Technology, Data Marketing Applications, Website Analytics, Loyalty Program Technology, Guest Recognition Technology, Personalization Technology and Systems, Digital Marketing Technology Programs; Software as a service (SAAS) services - 01/06/2018
  • Austin & Williams trademarks "AW" - Advertisement for others on the Internet; Advertising agencies - 01/06/2018
  • Modustri patents Configurable Monitor And Parts Management System - 01/04/2018
  • Zink Media raises $3 million in funding. - 01/02/2018
  • Summit Resources raises $1 million in funding. - 12/29/2017
  • Quotient Technology patents Identifier-based Coupon Distribution - 10/26/2017
  • Service Management Group patents Tracking Brand Strength Using Consumer Location Data And Consumer Survey Responses - 10/26/2017
  • Airpush raises $11 million in funding. - 09/06/2017

  • Top Innovators

    CompanyInnovation Score
    Nielsen Company US405
    Nielsen Company US276
    Location Labs102
    Cable News Network

    Additional companies, details and innovation scoring in the full report.

    Latest Industry News

    • In Plain Sight Marketing’s Kathie Taylor achieves accreditation in public relations - CARSON CITY, Nev. – Kathie Taylor, APR, CAPM, managing partner of In Plain Sight Marketing LLC, earned her Accreditation in Public Relations from the Public Relations Society of America following a comprehensive examination and peer review of a public ... (01/12/2018)
    • Laurie Rudd Public Relations and Marketing Hits 10 Year Milestone Delivering Corporate Communications and Media Relations for the Outdoor Category - This press release is submitted and shown here in its original form, unedited by Furniture Today. Statistics show that only 4% of businesses make it to the ten-year mark. Laurie Rudd Public Relations and Marketing, a member of a marketing segment known for ... (01/12/2018)
    • Laurie Rudd Public Relations and Marketing marks 10-year anniversary - Raleigh, N.C. –Laurie Rudd Public Relations and Marketing recently celebrated a decade of service to business and professional entities nationwide. Founded in December of 2007 and owned by industry veteran and outdoor living advocate Laurie Rudd, the ... (01/12/2018)
    • How Public Relations Agencies Are Becoming Top Creators Of Digital Video Content - In this environment, public relations firms have a monstruous challenge to stay ... Here’s how and why this phenomenon is unfolding. With traditional marketing, advertising agencies and PR agencies had clear and delineated roles. Ad agencies conceived ... (01/12/2018)
    • Great (PR & Marketing) lessons in The Greatest Showman - Instep Desk The Greatest Showman is based on the story of P.T. Barnum, the man who founded the Barnum & Bailey Circus and a man who people believe possessed one of the brightest public relations minds in history. Barnum apparently understood promotion in a ... (01/11/2018)
    • 9 PR and marketing lessons from ‘The Greatest Showman’ - The new film “The Greatest Showman” is based on the story of P.T. Barnum, who some believe possessed one of the brightest public relations minds in history ... So, what lessons can PR and marketing pros take away from master promoter Barnum and ... (01/10/2018)
    • Furia Rubel Marketing and Public Relations Wins Award for Rebranded Website - Furia Rubel Communications, Inc. (, an award-winning, integrated marketing and public relations agency, has been honored by the Web Marketing Association with a MobileWebAward in the "Best Marketing Mobile Website" category for ... (01/10/2018)
    • ‘Community Dialogue on Race’ set for Tuesday at Billings Public Library - Michael Gray is a co-owner of G&G Advertising, a full-service advertising and public relations agency that specializes in populations that are hard to reach, like American Indians. Gray’s father is an enrolled member of the Blackfeet Tribe. (01/09/2018)
    • Courville joins Acadian marketing-public relations department - April Courville has joined Acadian Companies' marketing and public relations department as marketing specialist. Courville will oversee marketing communications and strategy for the National EMS Academy and Acadian Ambulance, two of Acadian’s six divisions. (01/04/2018)
    • 4 Marketing Strategies Every Startup Can Afford - Affiliate marketing is the most cost-effective marketing strategy ... If you want to generate favorable and frequent public-relations mentions, build quality relationships with the journalists and bloggers in your industry. Be prepared that you might ... (01/03/2018)

    Government Contracts

    In 2016, the federal government spent a total of $991,023,698 on Advertising & Public Relations. It has awarded 4,419 contracts to 595 companies, with an average value of $1,665,586 per company.   

    Top government vendors:

    CompanyFederal ContractsTotal Award Amount

    Growth Opportunities / Competitive Threats

    Companies in other industries may also sell similar products. Since there is an overlap in the customer base, there may be an opportunity for companies in Advertising & Public Relations to sell additional products/services offered by these adjacent industries. Alternatively, these industries may identify further products in this industry to target. Products most at risk are those with the highest profit margins and lowest barriers to entry.

    The following industries are competing channels for sales of similar products/services.

    Advertising Agency Services
    Competing IndustrySales Relative to Advertising & Public RelationsOpportunity/Threat
    Advertising Agencies Competing industry

    Sales from other industries of Advertising Agency Services are less than those from Advertising & Public Relations. This may mean that other channels are a competitive risk of increasing their Advertising Agency Services sales, taking market share from this industry.
    Advertising Agency Services Product Sales Report

    Public Relations Services
    Competing IndustrySales Relative to Advertising & Public RelationsOpportunity/Threat
    Public Relations Agencies Competing industry
    Convention & Trade Show Organizers Competing industry
    Advertising Agencies Competing industry

    Sales from other industries of Public Relations Services are less than those from Advertising & Public Relations. This may mean that other channels are a competitive risk of increasing their Public Relations Services sales, taking market share from this industry.
    Public Relations Services Product Sales Report

    Media Planning And/Or Buying Services
    Media Planning And/Or Buying Services Product Sales Report

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