NEWS16 August 2011
GLOBAL— The top 25 market research agencies – the “backbone” of the industry – saw a “very healthy turnaround” in fortunes last year, with revenues up 4.9% to $18.8bn, according to industry watcher Jack Honomichl.
The year-on-year growth in sales was almost matched by growth in full-time employee numbers, up 4.4% to 107,803. However, revenue figures still remain below their pre-recession level of $18.9bn.
Seven of top 25 firms saw revenues decrease in 2010, or not grow enough to cover inflation – and six of those firms were US-based. “Make of that what you will,” Honomichl said.
The top 10 agencies are:
| Rank 2010 | Rank 2009 | Organisation | Revenue (US$m) | Growth (%) |
|---|---|---|---|---|
| 1 | 1 | Nielsen | 4,958 | 6.5 |
| 2 | 2 | Kantar* | 3,183.6 | 3.9 |
| 3 | 3 | IMS Health* | 2,211.6 | 0.3 |
| 4 | 4 | GfK | 1,716.2 | 7.3 |
| 5 | 5 | Ipsos | 1,512.8 | 8.3 |
| 6 | 6 | Synovate | 884.8 | 5.9 |
| 7 | 7 | SymphonyIRI Group | 727 | 4.6 |
| 8 | 8 | Westat | 455.3 | -9.4 |
| 9 | 10 | Intage** | 416.2 | 4.7 |
| 10 | 9 | Arbitron | 395.4 | 2.6 |
*Estimated by top 25 authors **For fiscal year ending March 2011
2009 revenues were down 3.1% – the first decline ever reported by Honomichl.
The Honomichl Global Top 25 report is published by Marketing News, the flagship publication of the American Marketing Association. To access the full report, visit MarketingPower.com/marketingnews.
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