Media account turnover eased in November as 11 advertisers shifted a combined $377 million in domestic media accounts, a 12% decline from the dollar value of media account turnover in October,
according to the MAP Barometer. In October, 14 advertisers shifted a combined $426 million in domestic media accounts. Year-to-date through November, there have been $9.093 billion worth of media
account changes. The biggest single media account switch last month was Zenith Media's $120 million win of Pillsbury planning, as General Mills continued the consolidation of its various brands' media
assignments. Most accounts that changed agencies in October were in the $10 million to $50 million billing range.
