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2018 Market Analysis & Industry Outlook: Media Buying Agencies

Overview: the U.S. Media Buying Agencies 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 Media Buying Agencies: 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)

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Total Firms
Total Employees
Average Revenue Per Firm
Average Employees Per Firm
Statistics Source: U.S. Census, AnythingResearch Market Analysis

Market Forecast

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 Media Buying Agencies 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

Media Planning And/Or Buying Services

Full Media Planning And Buying Services

Media Planning Services

Media Buying Services

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 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 Media Buying Agencies 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 Media Buying Agencies 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 Media Buying Agencies 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

Media Buying Agencies Industry Market Share [PREMIUM]

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

CompanyAddressRevenue Estimate

Innovation News

  • Media Placement Services trademarks "SPIDER DIGITAL" - Advertising agencies; Advertising services; Dissemination of advertising for others via an on-line communications network on the internet; Dissemination of advertising for others via the Internet; On-line advertising and marketing services; On-line advertising on computer communication networks; Rental of advertising space; Rental of advertising space on web sites - 01/19/2010

  • Top Innovators

    CompanyInnovation Score
    Media Placement Services

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

    Latest Industry News

    • Creative Shops Will Lead Media Strategy in 2018 - Media agencies had the buying power to command better prices and the infrastructure to execute; creative agencies knew how to make the content that determined if media actually succeeded at making an impact. For a long time, there has been an ebb and flow ... (01/10/2018)
    • Death of a Salesman: How consumer buying habits have disrupted business buying behaviors - About 90 percent of B2B decision-makers don’t respond to cold calls and 75 percent say they regularly use social media in their ... Granted, the process for buying commodity products differs from that of products and services that add more value. (01/10/2018)
    • Defanged regulations have big media licking their chops - For example, if AT&T succeeds in buying Time Warner ... to allow competing services such as Comcast to offer HBO, or make it far more expensive to consumers that subscribe to a different ISP. Over the next year, we’ll see media conglomerates continue ... (01/10/2018)
    • Endeavor Global Marketing Acquires 160over90 Agency - No terms of the deal were announced in the deal to purchase the full-service agency from private equity firm Searchlight ... public relations, sponsorship, media buying and business intelligence. “160over90 is unique in its commitment to sustainable ... (01/09/2018)
    • Riverside Transit Agency Seeks Media Company - RTA requires the services of a marketing firm experienced in delivering all aspects of media planning, production and buying. Proposals shall provide a precise, detailed, clear description of the firm’s ability to meet the requirements of the scope of ... (01/09/2018)
    • Innocent Drinks experiments with programmatic OOH buying to promote Super Juice range - programmatic buying method that will allow it to target audiences based on geo-location data. The UK brand is the first to use the automated trading desk technology that has been developed by its media planning agency, MediaCom. The campaign will light up ... (01/09/2018)
    • Time to come clean: agencies in the age of transparency - It has delivered efficiencies in buying, scale and audiences reached ... global companies which found that 70% of respondents had amended their contracts with media agencies in an attempt to improve transparency. It is for this reason more agencies ... (01/08/2018)
    • 2018 Technology Trends in Media - Traditional media companies cannot afford to fight these trends while holding on to legacy revenue addictions. All publishers should be preparing for a more democratic media world. It’s a future that breaks down established buying silos and enables ... (01/08/2018)
    • Who Are This Year’s Strategic Acquirers In Media And Marketing? - So after buying content and scale, the next step is ad tech. JEGI’s Geffs predicted many media companies will invest in DMP and DSP-like capabilities to capitalize on their large cross-platform data sets. And because publishers are concerned over data ... (01/08/2018)
    • Brands are taking control of their media spending, and ad agencies should be alarmed - Advertising agencies are under threat as more marketers take programmatic media buying in-house. According to a new ad industry report, more than 35% of respondents said they had expanded their in-house programmatic media-buying capabilities, up from 14% ... (12/18/2017)

    Government Contracts

    In 2016, the federal government spent a total of $28,353,327 on Media Buying Agencies. It has awarded 56 contracts to 17 companies, with an average value of $1,667,843 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 Media Buying Agencies 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.

    Media Planning And/Or Buying Services
    Competing IndustrySales Relative to Media Buying AgenciesOpportunity/Threat
    Advertising Agencies Competing industry

    Sales from other industries of Media Planning And/Or Buying Services are less than those from Media Buying Agencies. This may mean that other channels are a competitive risk of increasing their Media Planning And/Or Buying Services sales, taking market share from this industry.
    Media Planning And/Or Buying Services Product Sales Report

    Segments classified within this market research report

    This industry market research report includes companies whose primary business is any of the following:
    Media buying agencies, Media buying services, etc.

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