The Overall Activity Volume report stands as the reference quantitative ranking based on the yearly media spends in both traditional and non-traditional media. This metric includes both traditional buying billings and non-traditional activities which include online paid media and fee-based activities on digital, data & analytics, content, marketing, sponsoring.
Global Findings
– Overall, the media agency industry shows a slight decrease in 2020: -3,4% vs +5,2% in 19/18 and +7,1% in 18/17.
– In 2020, traditional adspends have decreased by 10% whereas the share of non- traditional activity increased to 50% from 46% – the share of non-traditional activity varies greatly from one market to another, ranging in the Top16 markets from 75% in China to 27% in South Africa.
– OMD is still ranked #1 agency globally followed by Mindshare and Carat at par at rank #2. Starcom moved up to rank #5 and joined the Top 5 ranking.
– At a Group level: GroupM keeps the crown, followed by Publicis Media and OMG.
per il Report completo: philippine@recma.com
