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Advertising Agencies

SIC 7311 | NAICS 541810

The following guide to industry information, research, and analysis provides sources for industry trends and statistics, financial ratios, salary surveys, and more.

Select from the following sections or scroll below to view available resources:

Industry Analysis, Statistics, Trends, and Forecasts

Financial Information and Financial Ratios

Compensation and Salary Surveys

Business Valuation Resources

For guides to other industries, see our index of over 400 industries.

Industry Analysis, Statistics, Trends, and Forecasts

Advertising Agencies  (view report)

Comprehensive research reports provide in-depth industry analysis and five-year growth forecasts, with special focus on the underlying structure and external forces and relationships that affect industries and their performance. Report contents include:

  • Key statistics
  • Market size and characteristics
  • Current performance
  • Competitive landscape
  • Major companies
  • Key risk and success factors
  • Five-year growth forecast

American Association of Advertising Agencies
Agency Business
Agency business section features articles and reports covering a variety of topics including agency operations and statistics, business trends and outlook, employment data, client relations, specialized agencies, and more. Most articles and reports are available to members only.

First Research

Advertising Agencies
Digital Advertising Services
Advertising and Marketing Services
First Research profiles cover key aspects of an industry's size, scope, and operations, and include a five-year revenue growth forecast. Profiles are updated quarterly and include:
  • Industry overview
  • Recent developments
  • Critical issues and challenges
  • Business trends and opportunities
  • Executive insights
  • Financial benchmarking data
  • Five-year growth forecast

Agency Report
Annual report provides a global overview of the advertising agency industry, with topics covered including industry overview and analysis, revenue and employment statistics, top agency profiles and family trees, and agency rankings by various criteria. Current and prior reports can be viewed free online.

Financial Benchmarking Data

Industry Financial Ratios
Advertising Agencies  Search for "541810"
Five-year financial statement analysis includes income statements, balance sheets, and key financial ratios, with data available by sales size range on a national, state, and metro area level.
  • Income and expense detail in dollars and percentages
  • Balance sheets in dollars and percentages
  • Cash flow analysis
  • Liquidity and working capital ratios
  • Profitability and return on investment ratios
  • Asset turnover and efficiency ratios
  • Capital structure and debt service ratios

American Association of Advertising Agencies
Information resources available from this organization include:

The Management Series: Key Financial Barometers
Management guide provides key financial barometers for small to mid-sized advertising agencies that owners and managers can use to measure an agency's fiscal health.

Annual Analysis of Agency Costs
Annual publication provides an extensive analysis of advertising agency operating costs, with cost data grouped by agency size and expense category. Expense categories covered include client service, space and facilities, corporate, and payroll and payroll-related expenses. Publication is available in two versions based on annual revenues (up to $13.5 million and over $13.5 million), with both versions available to members only.

Compensation Surveys

American Association of Advertising Agencies
Employee Compensation in 4A's Agencies
Salary survey provides compensation information for advertising agency personnel in 18 job categories and over 200 job positions, with employee compensation data broken down by agency size, number of employees, and geographic location. Survey is available to members only.

ERI Economic Research Institute
Advertising, Marketing Agencies, and Business Services Salary Survey
Annual publication provides compensation data from ERI Assessor®, government, and survey participant databases for executive, salaried, and hourly personnel on a national and regional level. Complete listing of job positions included in the survey and sample pages for selected job positions are accessible online.

Business Valuation Resources

American Association of Advertising Agencies
The Management Series: Agency Valuation
Publication provides guidance on determining the value of advertising agencies and marketing services firms based primarily on sales to outside third parties.

AdMedia Partners
Merger and Acquisition Prospects for Media, Marketing
Services, and Marketing Technology Firms
Annual survey of industry executives and investors provides insights on expectations for merger and acquisition activity, with topics covered including strategic versus financial buyers, EBITDA valuation multiples, areas of interest for expansion, and planned M&A activities and factors driving these plans. Survey can be viewed free online.

Small Business Valuation Multiples

Advertising Agencies

Comprehensive reference guide provides market-based business valuation multiples for small businesses in more than 200 industries. Valuation multiples are derived from actual business sales transactions as reported by BIZCOMPS®, with the primary focus on small companies priced at less than $1 million.