Omnicom’s OMD repeated as the top-ranked U.S. media agency by billings with $10.4 billion, up 8.4% from 2023, according to an analysis released by agency research firm COMvergence today.  

Spark Foundry is second-ranked at $8.8 billion, up 15.8%. Independent agency Horizon Media is third with $7.6 billion, down 5.9%. 

At the group level, Publicis Media was top-ranked with $27.6 billion, up 16%. Omnicom Media Group was second with $18.5 billion, up nearly 12% and WPP Media placed third with $16.6 billion, down 3.2%. 

COMvergence noted that if the proposed acquisition of Interpublic Group by Omnicom is finalized later this year, the combined 2024 media billings of IPG media arm Mediabrands and Omnicom Media Group would total $32 billion, positioning the newly formed entity in first place among holding company media groups. 

In 2024, total media agency billings accounted for approximately 62% of the media spend in the U.S., which COMvergence estimates at $169 billion, up 7.1% versus 2023.  

Media agency networks owned by the Big 6 holding companies, along with the top 10 independent media agencies, collectively managed $89.5 billion in billings.  

Collectively, the 10 independent agencies included in the COMvergence study accounted for 16% of the total measured agency billings.  

The researcher said that media account changes announced in the second half of 2024 are mostly effective in 2025 and are not included in this assessment. Those account shifts include Amazon ($1.4B), Amgen ($430M), J&J ($800M), and Rocket Mortgage ($365M).  

Digital media investments are estimated to have reached 57% of total measured spend in 2024, totaling $59 billion.