Honomichl: US top 50 agencies grow 5.1% in 2011
His latest report, published by AMA’s Marketing News, saw Nielsen and Kantar holding firm as the first and second-largest agencies – with 25% of the top 50’s total growth attributable to Nielsen alone.
Ipsos rose from seventh to third, thanks to last year’s £525m takeover of Synovate, replacing IMS Health, the healthcare research firm, which dropped from to eighth after its new private investor owners redefined market research in their company accounts, resulting in lower overall figures.
The top 10 agencies are:
| US Rank 2011 | US Rank 2010 | Organisation | US Research Revenue ($m) | % change from 2010 |
|---|---|---|---|---|
| 1 | 1 | Nielsen | 2,516 | 4.1 |
| 2 | 2 | Kantar | 929.4 | -0.5 |
| 3 | 7 – Ipsos; 5 – Synovate | Ipsos | 624.3 | -0.6 |
| 4 | 5 | Westat | 506.5 | 11.2 |
| 5 | 4 | SymphonyIRI | 465.3 | 1.8 |
| 6 | 6 | Arbitron | 415.9 | 6.4 |
| 7 | 8 | GfK USA | 279.0 | -5.4 |
| 8 | 3 | IMS Health | 270.0 | 7.0 |
| 9 | 10 | The NPD Group | 188.9 | 7.9 |
| 10 | 11 | ICF International | 177.9 | 16.1 |
Newcomers to the ranking include YouGov ( 35 ), following its US management reshuffle, StrategyOne ( 46 ), Chadwick Martin Bailey ( 47 ) and The Link Group ( 49 ).
Spending for statistical programmes by agencies of the US federal government, which amounted to $6.2bn in 2011 were down 1.4% from 2010 – a sharp reversal from the two previous years, both of which saw increases of 13%.
To access the full report, visit MarketingPower.com/marketingnews.
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