India grows media spends by 5% in 2022: ComScore report

The report reveals 2022 media agency and group billings estimates and covers 46 markets including India.

Globally, 83% of the media agency market is dominated by the big six media groups (GroupM, Publicis Media, Omnicom Media, dentsu, Mediabrands, and Havas Media Network).

Total billings in India for these six groups amounted to USD 14.5 billion. India contributed 5% to the global billings for these six media networks combined. 

In India, digital billings during the year amounted to USD 6,180 USD billion and contributed 48% of the total share. Last year, the total digital billings from the big six media agency groups was USD 4,836 billion, contributing 43% to the total spends.

The top three agencies in terms of billings were Mindshare, Wavemaker and Lodestar UM. GroupM, Mediabrands and Publicis Media were the top three agency groups in terms of billings.

Globally GroupM with billings of USD 63,859-million in 2022 topped the table, this was a growth of USD 3,886-million from 2021. It has a market share of 30%. GroupM was also leading the headcount with 41,000 employees.

Media Agency Network Rankings 2022

In terms of global media agency leaders, OMD topped the global list with billings of USD 22,468-million.

In APAC, GroupM with a 43.5% market share topped the intra-big six group market share. Publicis was second. 

Independent agencies 

In India, Madison Media is the largest independent agency and was seventh on the global agency list. No other Indian independent was among the top 25 agencies. Madison’s total billings for the year were USD 920-million, of which 38% came digital. Madison services 205 clients.

(Source: Campaign India)