• by Steve McClellan  @mp_mcclellan, June 13, 2022

Omnicom’s OMD was the top-ranked U.S. media agency by billings in 2021 according to a new report from agency research firm COMvergence. The report also found that Publicis Media was the top group in the U.S. 

According to the COMvergence report OMD retained its top-ranking last year with $9.6 billion in total billings, up 3.6% versus 2020. 

Horizon Media climbed from third to second place according to the report with a 22% gain in total billings to $8.8 billion, while Publicis Media’s Spark Foundry fell from second to third with nearly $8.2 billion, a decline of more than 2%. 

Dentsu International’s Carat was 4^th with $6.8 billion (up 2%) and GroupM’s Mindshare was 5^th with $6.4 billion (up 2%). 

Rounding out the top 10 were Starcom ($6 billion, up 13%), Zenith ($5.06 billion, up 22%), Initiative ($4.98 billion, up 40%), UM ($3.9 billion, up 2%) and Hearts & Science ($3.5 billion, up 19.5%). 

By Group, Publicis Media, which retained its top ranking had total billings of $20.8 billion, up nearly 12% versus 2020. GroupM was second with $15.6 billion, up 4.7% and Omnicom Media Group was third with $15.4 billion, up 7.3%. 

For the report COMvergence analyzed the billings of 28 holding company and independent media agencies representing an estimated 63% share of total U.S. billings. That’s nearly $88 billion of the total market of $140 billion. The company released results for the top 10 agencies and top 3 three groups only. 

The 28 agencies analyzed in the report handled about $37 billion in digital expenditures or about 42% of their total billings.