Fourteen advertisers shifted a combined $426 million in domestic media accounts in October, a 52% decline from the dollar value of media account turnover in September, according to the MAP Barometer.
In September, 13 advertisers shifted a combined $890 million in domestic media accounts. Year-to-date through October, there have been $8.364 billion worth of media account changes. "It's a bit
unusual to have had $1.3 billion in media account changes in August and then have the activity taper off so sharply in the fall," said Jim Surmanek, CEO of MediaAnalysisPlus, which publishes the MAP
Barometer. "But it bears remembering that last January, there were $2 billion worth of media account turnover. If that volume even comes close to repeating itself, we will see a lot of review activity
in the coming months." He added, "As was the case in September, with the exception of the $100-million Prevacid win for OMD all the other account shifts were below the $100 million mark. And in
October, there were eight accounts of less than $20 million each, meaning there's plenty of opportunity at the high and low ends of the business."
