The Incredible Shrinking Madison Avenue Media-Buying Clout

Although media billings declined in 2020, Comvergence’s analysis shows the Big 3 agencies (Publicis Media, GroupM, and Omnicom Media Group) did not decline at the same rate as the overall marketplace. According to the report, 29 U.S. media agencies decreased by 15.3%, while the Big 3 decreased by 11.7%, 11.5%, and 15% respectively. Ultimately positioning the Big 3 with an even bigger share of the marketplace.