MediaPost: Billings Data Belie Consolidation, Biggies Control Only A Minor Share Of Media Buying
New data show that big media buying firms lost marketshare in the U.S. last year, although the group gained a full percentage point of share worldwide. In the U.S., the biggest media agencies buy between a quarter and a third of all measured media. They buy more than a third of all measured media worldwide.
Mindshare grew the most in the worldwide category (0.3 percent share) to tie for the number one position with OMD. Starcom grew the most in the U.S. to increase its already existing lead to 4.8 percent. Initiative media was the biggest share loser in both categories.
