MARKETING FACT PACK 2019 - McConkey …...MARKETING FACT PACK 2019 $563B Projected worldwide media...

MARKETING FACT PACK 2019

$563B Projected worldwide media spending in 2019, up 3.6 percent

232,900 U.S. internet media employment, double the level of 2011

$1,384 Projected U.S. media and marketing spending per person in 2019

42 percent Projected internet share of 2019 advertising. Spending will be double 2014 level

Sponsor:

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Is everything you know about identity mistaken?

Want to truly market to people in 2019? Resolve what you do and don’t know about identity resolution and learn your Identity I.Q.

Which identity approach can tell us apart?In an increasingly interconnected world, identifiers often overlap.

21% of 18 to 24 year old viewers have logged in to a streaming service with someone else’s credentials.1

59% of global Internet users access personal e-mail on publicly shared Wi-Fi.2

20% of Americans live in multi-generational homes.3

Which identity approach can really untangle the signals—to identify who’s who?A. DeterministicB. ProbabilisticC. Both – They’re equally effective

QUESTION 1

1 Fortune 2017: People Sharing Passwords Are a Growing Problem For Netflix2 Statista: Digital activities internet users worldwide have conducted on a public Wi-Fi network as of June 20173 Pew Research Center 2018: A record 64 million Americans live in multigenerational households

©2018 Neustar, Inc. All rights reserved.

ONBOARDING | IDENTITY DMP | CUSTOMER INTELLIGENCE | ATTRIBUTION, MTA & MMM

AA014218.indd 1 12/4/18 2:15 PM

3Important to Important People

Ad Age Marketing Fact Pack 2019Produced by Ad Age Datacenter.Published December 17, 2018AdAge.com/datacenter

Additional copies:Order print copies at [email protected] or 877-320-1721. For readers outside the U.S., 313-446-0450.

Digital edition available at AdAge.com/resources

Subscribe to Ad Age DatacenterAdAge.com/datathatleadsGet exclusive access to expanded content including:

Ad Age World’s Largest AdvertisersRankings. Database (profiles, agency rosters, executives, spending)AdAge.com/globalmarketers2018

Ad Age Leading National AdvertisersRankings. Database (profiles, brands, agency rosters, executives, spending)AdAge.com/lna2018AdAge.com/marketertrees2018

Ad Age Agency ReportRankings. Database (companies, networks, agencies)AdAge.com/agencyreport2018AdAge.com/agencyfamilytrees2018

StaffDatacenter directors:Bradley Johnson, Kevin BrownSenior research editor: Catherine WolfSenior art director: Jennifer [email protected]

Joshua J. GoldenPresident & [email protected]

Jackie RamseyGeneral Manager, Revenueand Client [email protected]

10 key stats Samsung is world’s biggest advertiser. Comcast is top U.S. spender

The Big List 4

Ad spending: Forecasts through 2021U.S. and worldwide media spending growth

Biggest advertisers In the U.S. and worldwide

Marketers 6

U.S. market leadersAd spending and share figures

Ad spending: 2019 breakouts U.S. and worldwide media spending

Jobs 34

U.S. ad agency and internet media employmentAd agency employment is little changed from a year ago

Media employmentInternet media’s share of media jobs has more than tripled since 2007

Media 16

Share of U.S. ad spending by medium Including mobile’s share of internet ad spending

Cost for a 30-second commercial Football is priciest spot for ads

Biggest TV networks and programsAd spending and audience ratings

Digital media platforms and propertiesShare of digital media time by platform. Unique visitors for top properties

Agencies 24

World’s largest agency companies and networksWPP is biggest company. Accenture Interactive tops the network chart

Biggest agency ventures by categoryCompanies, networks and agencies

Digital’s share of agency revenueDigital accounted for more than half of agencies’ 2017 U.S. revenue

U.S. agency growth ratesRevenue for U.S. agencies from all disciplines edged up 1.8 percent in 2017

Consumers 28

Population and consumer confidenceDemographics and consumer sentiment

How consumers watch TVBinge watching. Multitasking. Cord cutters

© Copyright 2018 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, noncommercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, redistribution or other uses are prohibited.

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4 Ad Age December 17, 2018

Ad Age Marketing Fact Pack 2019

Source: Ad Age Datacenter.

THE BIG LIST10 key stats on the world of marketers, media and agencies

2. Comcast Corp.Nation’s biggest advertiser

$5.7 BILLION2017 U.S. ad, marketing and promotion spending

3. Billion-dollar spendersMarketers with 2017 worldwide ad spending of more than $1 billion

105

4. GeicoMost-advertised U.S. brand

$1.4 BILLION2017 measured-media spending

5. Media spending2019 world forecast

$563 BILLION+3.6 PERCENT 2019 U.S. forecast

$210 BILLION+2.9 PERCENT

6. Internet ad spending2019 world forecast

$235 BILLION+9.7 PERCENT 2019 U.S. forecast

$87 BILLION+11.5 PERCENT

7. GoogleBiggest U.S. digital media property

245 MILLIONUnique visitors in October 2018 (all Google sites)

8. TV Time spent watching TV in 2017, Americans age 15+

2.5 HOURS A DAY

9. WPPWorld’s biggest agency company

$19.7 BILLION2017 revenue

10. Accenture InteractiveWorld’s biggest agency network

$6.5 BILLION2017 revenue

1. Samsung Electronics Co.World’s biggest advertiser

$11.2 BILLION2017 advertising and sales promotion spending

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B. ProbabilisticProbabilistic identity analyzes usage patterns to see which signals—email or home addresses, Wi-Fi, and others—are most likely to identify each customer.

Deterministic identity, by contrast, cannot evaluate such evidence—and thus is unable to untangle identity in an interconnected world.

ANSWER

Which identity approach can tell us apart?

QUESTION 1



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MARKETERS

Source: December 2018 advertising forecasts of WPP’s GroupM (This Year, Next Year), Interpublic Group of Cos.’ Magna (Global Advertising Forecast–Winter Update) and Publicis Groupe’s Zenith (Advertising Expenditure Forecasts). Numbers rounded. Figures include internet, TV, radio, newspaper, magazine and out of home. U.S. averages for 2020 and 2021 based on average of Magna and Zenith. More info: groupm.com, magnaglobal.com, zenithmedia.com.

U.S. and worldwide media advertising growth rates

Percent change in ad spending, 2014-2021Forecasts and revised historic data. The average of GroupM, Magna and Zenith forecasts suggests U.S. ad spending growth of 2.5 percent in 2019, down from 4.8 percent in 2018. Consensus for worldwide ad spending: +4.1 percent in 2019 vs. +5.3 percent in 2018.

Ad spending growth: U.S. and worldwideAverage of GroupM, Magna and Zenith forecasts, 2009-2021.

2014 2015 2016 2017 2018 2019 2020 2021

U.S.

GroupM (WPP) 3.0% 2.3% 5.0% 2.0% 3.7% 2.2%

Magna (Interpublic) 3.7 3.8 8.2 2.9 7.5 2.4 5.0% 1.1%

Zenith (Publicis) 4.9 3.6 4.4 3.5 3.2 2.9 3.4 3.7

Average of GroupM, Magna and Zenith 3.9% 3.2% 5.9% 2.8% 4.8% 2.5% 4.2% 2.4%

Worldwide

GroupM 3.6% 3.8% 3.8% 3.5% 4.3% 3.6% 4.4% 4.4%

Magna 4.9 4.5 6.2 4.4 7.2 4.7 5.1 3.4

Zenith 5.6 4.4 5.1 4.2 4.5 4.0 4.2 4.1

Average of GroupM, Magna and Zenith 4.7% 4.2% 5.0% 4.0% 5.3% 4.1% 4.6% 4.0%

WorldwideU.S.

-12

-10

-8

-6

-4

-2

0

2

4

6

8

10%

2021202020192018201720162015201420132012201120102009

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10 most-advertised brandsBased on 2017 U.S. measured-media ad spending.

More in DatacenterMarketers database: Profiles, agency rostersAdAge.com/marketertrees2018

From Ad Age Leading National Advertisers 2018 (June 25, 2018). See ranking of nation’s 200 most-advertised brands: AdAge.com/lna2018. Source: Ad Age Datacenter analysis of measured-media spending data from WPP’s Kantar Media. More info: kantarmedia.com. Social media engagement data from Shareablee. More info: shareablee.com. Measured media: Company’s spending for all goods and services that fall under a given brand. Numbers rounded. Social-media engagement: Cross-platform social engagements are number of post-level engagements (reactions, shares, likes, comments, retweets, favorites) on paid and organic content published by advertiser in 2017 on Facebook, Twitter or Facebook’s Instagram. Percent of engagement driven by paid posts on social media in 2017.

2017 measured media 2017 social-media engagement

Percent of engagement driven by paid posts

1. Geico Berkshire Hathaway

2. Verizon Verizon Communications

3. Ford Ford Motor Co.

4. Chevrolet General Motors Co.

5. T-Mobile Deutsche Telekom (T-Mobile US)

6. Apple Apple

7. Samsung Samsung Electronics Co.

8. McDonald’s McDonald's Corp.

9. AT&T AT&T

10. Progressive Progressive Corp.

358,748

775,081

3,249,157

5,282,640

1,363,720

7,479,097

2,776,660

3,185,489

788,136

27,045

69.5%

61.5

60.7

60.4

50.4

NA

57.0

71.2

75.9

65.0

Spending, percent change vs. 2016

Cross-platform social engagements

$1.4B+5.9%

$943M-11.4%

$894M+2.9%

$817M-5.7%

$777M+7.7%

$699M-2.4%

$687M-9.2%

$622M+20.4%

$632M-28.4%

$713M-4.0%

Rank, brand,marketer

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From Ad Age Leading National Advertisers 2018 (June 25, 2018). Full report: AdAge.com/lna2018. Marketer database: AdAge.com/marketertrees2018. About 200 LNA: AdAge.com/aboutlna2018. Source: Ad Age Datacenter. Total U.S. advertising spending is Ad Age estimate. U.S. measured-media spending from WPP’s Kantar Media. Numbers rounded. More info: kantarmedia.com. © Copyright 2018 Crain Communications Inc.; see p. 3. 2. Procter & Gamble: Estimated spending on advertising plus other marketing costs. 3. AT&T: Estimated ad spending excluding No. 24 Time Warner (now WarnerMedia; acquired June 2018). 10. Samsung: Estimated spending on advertising and sales promotion. 15. Nestlé: Estimated “consumer facing” marketing expenses. Spending estimate based on a revision to Ad Age’s spending model. 21. Deutsche Telekom: T-Mobile US in April 2018 signed deal to buy Sprint Corp., controlled by SoftBank Group Corp.

Ad Age Leading National Advertisers: 25 biggest U.S. ad spendersRanked by 2017 total U.S. advertising spending. Dollars in millions.

Rank Marketer Headquarters

2017 total U.S. advertising spending

2017 U.S. measured- media spending

1 Comcast Corp. Philadelphia $5,745 $1,316

2 Procter & Gamble Co. Cincinnati 4,387 2,660

3 AT&T Dallas 3,520 1,215

4 Amazon Seattle 3,379 564

5 General Motors Co. Detroit 3,244 1,480

6 Verizon Communications New York 2,643 958

7 Ford Motor Co. Dearborn, Mich. 2,454 1,173

8 Charter Communications Stamford, Conn. 2,420 281

9 Alphabet (Google) Mountain View, Calif. 2,413 477

10 Samsung Electronics Co. Suwon, South Korea 2,405 707

11 American Express Co. New York 2,378 204

12 Walmart Bentonville, Ark. 2,283 558

13 JPMorgan Chase & Co. New York 2,253 147

14 L’Oréal Clichy, France 2,195 1,164

15 Nestlé Vevey, Switzerland 2,128 573

16 Pfizer New York 2,047 1,552

17 Berkshire Hathaway Omaha, Neb. 2,012 1,764

18 Fiat Chrysler Automobiles London 1,975 869

19 Johnson & Johnson New Brunswick, N.J. 1,926 1,020

20 Expedia Group Bellevue, Wash. 1,816 363

21 Deutsche Telekom (T-Mobile US)

Bonn, Germany/Bellevue, Wash. 1,800 1,101

22 Toyota Motor Corp. Toyota City, Japan 1,780 922

23 Walt Disney Co. Burbank, Calif. 1,775 520

24 Time Warner (AT&T’s WarnerMedia) New York 1,645 725

25 Capital One Financial Corp. McLean, Va. 1,587 274

Ad Age Leading National Advertisers: Top 25 $62.2B $22.6B

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From Ad Age World’s Largest Advertisers 2018 (Dec. 3, 2018). Full report including ranking of top 100, profiles and expanded footnotes: AdAge.com/globalmarketers2018. Source: Ad Age Datacenter. Total worldwide advertising spending from Ad Age Datacenter estimates and company financial filings. Numbers rounded. © Copyright 2018 Crain Communications Inc.; see p. 3. 1. Samsung: Advertising and sales promotion. 2. Procter & Gamble: Year ended June 2018. Estimated spending on advertising plus other marketing costs. 5. Nestlé: Estimated “consumer facing” marketing expenses. Spending estimate based on a revision to Ad Age’s spending model. 7. AT&T: Estimated pro forma ad spending including Time Warner (now WarnerMedia; acquired June 2018). 10. Volkswagen: Spending estimate based on a revision to Ad Age’s spending model. 14. Booking Holdings: Changed name from Priceline Group in February 2018. 20. McDonald’s: Estimated worldwide systemwide ad spending including spending from franchisees and company-owned restaurants. 22. Nike: Year ended May 2018. Advertising and promotion excluding estimated worldwide cooperative ad spending. 23. Bayer: Estimated pro forma ad spending including Monsanto Co. (acquired June 2018) and excluding Bayer spinoff Covestro. 25. Suntory Holdings: Advertising and sales promotion.

Ad Age World’s Largest Advertisers: 25 biggest ad spendersRanked by 2017 total worldwide advertising spending. Dollars in billions.

Rank Marketer Headquarters2017 total worldwide advertising spending

1 Samsung Electronics Co. South Korea $11.2

2 Procter & Gamble Co. U.S. 10.5

3 L’Oréal France 8.6

4 Unilever U.K./Netherlands 8.5

5 Nestlé Switzerland 7.2

6 Comcast Corp. U.S. 6.3

7 Amazon U.S. 6.3

7 AT&T U.S. 6.3

9 Anheuser-Busch InBev Belgium 6.2

10 Volkswagen Germany 5.5

11 LVMH Moët Hennessy Louis Vuitton France 5.5

12 Alphabet (Google) U.S. 5.1

13 Toyota Motor Corp. Japan 4.6

14 Booking Holdings U.S. 4.5

15 General Motors Co. U.S. 4.3

16 Ford Motor Co. U.S. 4.1

17 Coca-Cola Co. U.S. 4.0

18 Fiat Chrysler Automobiles U.K. 3.8

19 Sony Corp. Japan 3.7

20 McDonald’s Corp. U.S. 3.6

21 Mars Inc. U.S. 3.5

22 Nike U.S. 3.4

23 Bayer Germany 3.3

24 Expedia Group U.S. 3.3

25 Suntory Holdings (Beam Suntory) Japan 3.3

Ad Age World’s Largest Advertisers: Top 25 $136.8

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Ad Age U.S. market leaders by category 2017 share and ad spending breakouts for marketers and brands. Dollars in millions.

Auto marketersU.S. market share for auto/light-truck marketers.

Auto brandsU.S. market share for auto/light-truck brands.

RetailersRanking based on total U.S. ad spending.

Restaurant chainsU.S. market share based on systemwide sales.

From Ad Age Leading National Advertisers 2018 (June 25, 2018). Numbers rounded. Expanded footnotes and source information: AdAge.com/lna2018. Source: Total U.S. ad spending from Ad Age Datacenter. U.S. measured-media spending from WPP’s Kantar Media. More info: kantarmedia.com. Methodology: AdAge.com/aboutlna2018. © Copyright 2018 Crain Communications Inc.; see p. 3.

Auto marketers, auto brands: Automotive News Data Center (market share, sales). More info: autonews.com. Retailers: Census Bureau (U.S. retail sales). More info: census.gov. Amazon: Share shown is Ad Age Datacenter estimate. Restaurant chains: Technomic 2018 Top 500 Chain Restaurant Report (sales used to calculate market share). More info: technomic.com. Burger King and Starbucks based on estimated sales.

MarketerMarket share

Total U.S. ad spending

1 General Motors Co. 17.4% $3,244

2 Ford Motor Co. 14.9 2,454

3 Toyota Motor Corp. 14.1 1,780

4 Fiat Chrysler Automobiles 12.0 1,975

5 Honda Motor Co. 9.5 1,331

6 Nissan Motor Co. 9.2 1,087

7 Hyundai Motor Co. 4.0 588

8 Subaru Corp. 3.8 431

9 Volkswagen 3.6 746

10 Kia Motors Corp. 3.4 660

Top 10 92.0 $14,296Industry total (*vehicles sold in millions) 17.2* NA

Brand/marketerMarket share

Measured media

1 Ford Ford Motor Co. 14.3% $894

2 Toyota Toyota Motor Corp. 12.3 580

3 Chevrolet General Motors Co. 12.0 817

4 Honda Honda Motor Co. 8.6 387

5 Nissan Nissan Motor Co. 8.4 469

6 Jeep Fiat Chrysler Automobiles 4.8 290

7 Hyundai Hyundai Motor Co. 3.9 257

8 Subaru Subaru Corp. 3.8 282

9 Kia Kia Motors Corp. 3.4 376

10 GMC General Motors Co. 3.3 260

Top 10 74.7 4,612 Industry total (*vehicles sold in millions) 17.2* $7,784

Chain/marketerMarket share

Measured media

1 McDonald’s McDonald’s Corp. 7.0% $687

2 Starbucks Starbucks Corp. 3.3 72

3 Subway Doctor’s Associates 2.0 347

4 Taco Bell Yum Brands 1.8 422

5 Burger King Restaurant Brands International 1.8 341

6 Wendy’s Wendy’s Co. 1.7 258

7 Chick-fil-A Chick-fil-A 1.7 72

8 Dunkin’ Dunkin’ Brands Group 1.6 143

9 Domino’s Domino’s Pizza 1.1 363

10 Pizza Hut Yum Brands 1.0 204

Top 10 23.1 2,909 Industry total (*U.S. sales, dollars in billions) $536.8* $6,084

Marketer

Share of U.S. retail sales

Total U.S. ad spending

1 Amazon 2.8% $3,379

2 Walmart 11.1 2,283

3 Macy’s 0.7 1,397

4 Target Corp. 2.1 1,476

5 Kohl’s Corp. 0.6 1,124

6 Home Depot 2.7 911

7 Lowe’s Cos. 1.9 892

8 J.C. Penney Co. 0.4 741

9 Kroger Co. 3.6 707

10 Albertsons Cos. 1.8 579

Top 10 27.6 $13,489

Industry total (*U.S. sales, dollars in trillions) $3.4* NA

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Which identity approach is most accurate?Deterministic. Probabilistic. Both are leading identity approaches. Both organize the many identifiers brands encounter daily—emails, home addresses, device IDs, and more—into unique customer profiles.

Which, then is truly accurate?

A. Deterministic takes customer-provided identifiers (like registration e-mail addresses), and finds the explicit connections they share with signals that come anonymously (like cookie ID’s). Using what’s known to determine what’s not: it’s a recipe for accuracy.

B. Probabilistic uses statistics to tease out implicit connections between identifiers, revealing which identifiers resolve to what customers. Its accuracy is in the math.

C. Neither: Identity is complicated, complex, and messy. It’s all just an approximation anyway.

D. Both: Each approach has strengths and weaknesses.

QUESTION 2



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Personal care brandsShare of U.S. personal care measured-media spending.

Brand/marketerShare of ad spend

Measured media

1 L’Oréal Paris L’Oréal 8.4% $491

2 Maybelline New York L’Oréal

4.8 283

3 Olay Procter & Gamble Co. 4.5 266

4 Neutrogena Johnson & Johnson 3.7 219

5 Garnier L’Oréal 3.2 188

6 Dove Unilever 2.9 168

7 Always Procter & Gamble Co. 2.8 165

8 Crest Procter & Gamble Co. 2.6 155

9 Pantene Procter & Gamble Co. 2.4 139

10 Gillette Procter & Gamble Co. 2.2 131

Top 10 37.7 2,205

Total personal care measured-media spending 100.0% $5,854

Household productsShare of U.S. household product measured-media spending.


Measured media

1 Tide Procter & Gamble Co.

11.6% $233

2 Downy Procter & Gamble Co. 7.7 154

3 Febreze Procter & Gamble Co. 6.3 126

4 Clorox Clorox Co. 5.5 109

5 OxiClean Church & Dwight Co. 5.2 104

6 Charmin Procter & Gamble Co. 4.8 96

7 Bounty Procter & Gamble Co. 4.7 94

8 Gain Procter & Gamble Co. 3.3 65

9 Swiffer Procter & Gamble Co. 3.3 65

10 Energizer Energizer Holdings 3.0 60

Top 10 55.3 1,107 Total household product measured-media spending 100.0% $2,000

Wireless servicesU.S. market share for wireless service providers.


Measured media

1 Verizon Communications 32.2% $773

2 AT&T 31.9 645

3 Deutsche Telekom (T-Mobile US) 16.5 1,073

4 SoftBank Group Corp. (Sprint Corp.) 11.5 666

5 América Móvil (TracFone Wireless) 5.1 242

6 Telephone and Data Systems (U.S. Cellular) 1.3 38

Top 6 98.4 3,436

All other 1.6 1,527 Total wireless services measured-media spending 100.0% $4,963

Prescription drug brandsShare of U.S. prescription drug measured-media spending.


Measured media

1 Humira AbbVie 7.1% $410

2 Lyrica Pfizer 6.0 346

3 Xeljanz Pfizer 4.6 267

4 Eliquis Bristol-Myers Squibb Co. 3.7 215

5 Keytruda Merck & Co. 3.6 206

6 Chantix Pfizer 3.5 205

7 Taltz Eli Lilly & Co. 3.5 204

8 Trulicity Eli Lilly & Co. 3.3 191

9 Cosentyx Novartis 2.8 163

10 Entresto Novartis 2.7 158

Top 10 40.9 2,365

Total prescription drug measured-media spending 100.0% $5,785


Personal care, household products, prescription drug brands: Ad Age Datacenter analysis of U.S. measured-media spending. Wireless services: U.S. network operator market share from Comscore MobiLens for subscribers age 13-plus, three months ended December 2017. More info: comscore.com/MobiLensPlus. Measured-media spending for companies’ wireless services. Industry total spending includes measured-media spending by major phone suppliers. T-Mobile US in April 2018 signed a deal to buy Sprint Corp.

Ad Age U.S. market leaders by category 2017 share and ad spending breakouts for marketers and brands. Dollars in millions.

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Beverage brandsU.S. market share based on sales volume.

Brand/marketerMarket share

Measured media

1 Coke Coca-Cola Co. 11.5% $377

2 Pepsi PepsiCo 5.3 169

3 Mountain Dew PepsiCo 3.8 85

4 Nestlé Pure Life Nestlé 3.5 3

5 Dr Pepper Keurig Dr Pepper 3.5 111

6 Gatorade PepsiCo 3.1 130

7 Sprite Coca-Cola Co. 2.8 34

8 Poland Spring Nestlé 2.7 1

9 Dasani Coca-Cola Co. 2.1 4

10 Aquafina PepsiCo 1.8 1

Top 10 40.0 913 Industry total (*gallons in billions) 33.7* $1,797

Beer marketersU.S. market share based on shipment volume.


Measured media

1 Anheuser-Busch InBev 41.6% $591

2 Molson Coors Brewing Co. 24.3 397

3 Constellation Brands 8.9 263

4 Heineken 3.8 171

5 Pabst Brewing Co. 2.3 1

6 Boston Beer Co. 1.7 52

7 D.G. Yuengling & Son 1.3 5

8Florida Ice and Farm Co. (North American Breweries)

1.1 1

9 Diageo 1.1 9

10 Mark Anthony Group (Mike's Hard Lemonade) 0.9 6

Top 10 87.1 1,494 Industry total (*barrels in millions) 215.0* $1,530

Credit cardsU.S. market share based on card purchase volume.


Measured media

1 American Express Co. 20.6% $188

2 JPMorgan Chase & Co. (Chase) 20.0 47

3 Citigroup (Citibank) 11.5 105

4 Bank of America Corp. 9.9 14

5 Capital One Financial Corp. 8.6 197

6 U.S. Bancorp (U.S. Bank) 4.1 0

7 Discover Financial Services 3.8 123

8 Wells Fargo & Co. 3.8 0

Top 8 82.2 674

Other 17.8 202Industry total (*purchase volume, dollars in trillions) $3.4* $876

Insurance brandsShare of U.S. insurance industry measured-media spending.


Measured media

1 Geico Berkshire Hathaway 26.5% $1,396

2 Progressive Progressive Corp. 11.8 622

3State Farm State Farm Mutual Auto Insurance Co.

9.9 521

4 Liberty Mutual Liberty Mutual Insurance Co. 5.1 270

5 Allstate Allstate Corp. 4.9 256

6Nationwide Nationwide Mutual Insurance Co.

3.4 181

7 USAA United Services Automobile Association 3.2 169

8 UnitedHealthcare UnitedHealth Group 3.2 167

9The General American Family Mutual Insurance Co.

2.6 136

10 Farmers Insurance Zurich Insurance Group 2.4 128

Top 10 73.1 3,847 Total insurance industry measured-media spending 100.0% $5,265


Insurance brands: Ad Age Datacenter analysis of U.S. measured-media spending. Beer marketers: Beer Marketer’s Insights (U.S. market share, U.S. industry sales). More info: beerinsights.com. Measured-media spending for marketers’ beer brands. Credit cards: The Nilson Report. More info: nilsonreport.com. Market share of general purpose credit cards based on total purchase volume. Measured-media spending for companies’ credit cards. Beverage brands: Beverage Marketing Corp. More info: beveragemarketing.com.

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From Ad Age Leading National Advertisers 2018 (June 25, 2018). Full report: AdAge.com/lna2018. Marketer database: AdAge.com/marketertrees2018. About 200 LNA: AdAge.com/aboutlna2018. Source: Ad Age Datacenter. Numbers rounded. Measured-media spending from WPP’s Kantar Media. More info: kantarmedia.com.

Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, December 2018). Numbers rounded. More info: zenithmedia.com.

Zenith’s 2019 U.S. media and marketing-services spending forecast: $457 billionEstimated U.S. spending in media and marketing services. Zenith forecasts media ad spending to grow 2.9 percent to $210 billion in 2019. It expects 2019 total media and marketing-services spending to reach a record $457 billion—$1,384 per person.

Spending (dollars in billions) Year-to-year percent change

Media 2019 2018 20172019 vs. 2018

2018 vs. 2017

2017 vs. 2016

Internet $87.3 $78.3 $69.2 11.5% 13.1% 14.6%

TV 67.2 68.2 68.5 -1.4 -0.4 0.5

Radio 17.6 17.6 17.6 0.0 0.0 0.0

Newspaper 13.9 15.1 16.6 -8.0 -9.0 -9.0

Magazine 13.0 14.1 15.4 -8.1 -8.2 -7.4

Outdoor and cinema 10.9 10.5 10.2 2.9 3.2 4.1

Total: Media 209.8 203.8 197.5 2.9 3.2 3.5

Marketing services

Sales promotion 85.2 82.7 79.9 3.0 3.5 3.5

Telemarketing 60.8 59.6 57.9 2.0 3.0 3.0

Direct mail 44.6 45.8 46.9 -2.5 -2.5 -4.7

Event sponsorship 42.7 39.9 37.4 7.0 6.8 6.8

Directories 7.9 8.0 8.0 -1.0 -0.4 -0.4

Public relations 6.0 5.7 5.3 6.0 7.0 7.0

Total: Marketing services 247.2 241.7 235.4 2.3 2.6 2.1

Total: Media and marketing services $457.1 $445.5 $432.9 2.6% 2.9% 2.7%

U.S. measured-media spending by medium in 2017From Kantar Media for all advertisers and Ad Age Leading National Advertisers’ top 200. Dollars in billions.

Measured-media spending

MediumAll advertisers (including 200 LNA)

200 Leading National Advertisers 200 LNA's share

TV $74.4 $48.8 66%

Magazine 16.6 7.3 44

Newspaper 11.8 2.1 18

Radio 7.6 2.7 36

Outdoor 5.0 1.4 28

Subtotal 115.4 62.3 54

Digital (search, display) 26.4 8.4 32

Subtotal 141.8 70.7 50

Mobile web 1.9 NA NA

Cinema 0.6 NA NA

Total $144.3 NA NA

P006_P015_AA_20181217_SUPP.indd 14 12/6/18 3:59 PM


GroupM’s 2019 worldwide media spending forecast: $563 billionEstimated worldwide spending in media. GroupM forecasts media ad spending to grow 3.6 percent to $563 billion in 2019. It expects internet spending to increase 9.7 percent, the slowest growth rate since 2002.

Spending (dollars in billions) Year-to-year percent change

Media 2019 2018 20172019 vs. 2018

2018 vs. 2017

2017 vs. 2016

Internet $235.2 $214.4 $190.4 9.7% 12.6% 15.7%

TV 203.0 200.8 197.5 1.1 1.7 -1.1

Radio 22.1 21.9 21.8 0.9 0.5 0.3

Newspaper 37.7 40.5 44.7 -6.9 -9.4 -8.2

Magazine 29.9 31.7 33.5 -5.7 -5.2 -9.5

Outdoor and cinema 35.1 34.4 33.6 2.1 2.3 4.9

Total: Media $563.0 $543.7 $521.4 3.6% 4.3% 3.5%

Source: WPP’s GroupM (This Year, Last Year, December 2018). Numbers rounded. More info: groupm.com.

World’s five largest ad markets from GroupMMedia spending forecast by country for 2019. The U.S., home to about 4 percent of the world population, is forecast to account for 35.4 percent of 2019 worldwide ad spending. China, home to about 18 percent of the world population, will account for 16.5 percent of ad spending.

Rank Country2019 spending (dollars in billions)

2019 vs. 2018 percent change

Share of world media spending

1 U.S. $199.2 2.2% 35.4%

2 China 92.7 5.5 16.5

3 Japan 45.4 3.0 8.1

4 U.K. 27.6 4.8 4.9

5 Germany 20.5 0.9 3.6

Top five 385.4 3.2 68.5

Worldwide total: Media $563.0 3.6% 100.0%

Worldwide ad spending by medium from GroupM Media spending in 2019 and percent change vs. 2018. Dollars in billions.

Worldwide ad spending by region from GroupMMedia spending in 2019 and percent change vs. 2018. Dollars in billions.

Middle East and Africa+0.4%

Latin America+3.7%

Europe+2.9%

Asia Paci�c+5.4%

North America+2.4%

Worldwide total: Media$563 billion

+3.6%

$210.9

$195

.5

$122.6

$6.0$28.0

$235.2

$203.0

$37.7

$35.1$29.9

$22.1Radio+0.9%

Magazine-5.7%Outdoor

and cinema+2.1%

Newspaper-6.9%

TV +1.1%

Internet+9.7%

Worldwide total: Media$563 billion

+3.6%

P006_P015_AA_20181217_SUPP.indd 15 12/6/18 3:59 PM



MEDIA

Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, December 2018). More info: zenithmedia.com. Numbers rounded. Internet including internet display, online video (including rich media), classified, paid search, internet radio, podcasts and social media for desktop and mobile. Out of home including outdoor and cinema, 5.0 percent in 2021. Magazine, 4.9 percent in 2021.

Share of U.S. ad spending by mediumFrom Zenith. The internet in 2017 passed TV to become the biggest U.S. ad medium. Zenith expects the internet to capture 48 percent of ad spending in 2021.

0

10

20

30

40

50%

20212020201920182017201620152014201320122011201020092008200720062005

MagazineOut of homeNewspaperRadioTVInternet

5.0%5.4%

7.8%

28.8%

48.2%

33.3%

30.2%

14.4%

12.4%

6.0%

3.7% 4.9%

Source: Publicis Groupe’s Zenith (Advertising Expenditure Forecasts, December 2018). Numbers rounded. Includes desktop and mobile classified, display, paid search, podcast, radio, social media and video. More info: zenithmedia.com.

U.S. internet ad spending and mobile’s share of internet ad spendingTotal U.S. internet ad spending (mobile plus desktop) from Zenith. Dollars in billions. Mobile’s share of U.S. internet advertising. Mobile will account for nearly three-fourths of internet ad spending in 2021.

73%

71%

65%61%

49%42%

36%25%

17%11%

0

20

40

60

80

100

$120

Desktop internet advertising

Mobile internet advertising

2021202020192018201720162015201420132012

P016_P022_AA_20181217_SUPP.indd 16 12/6/18 4:02 PM

D. BothDespite the name, deterministic identity can’t always determine the truth.

Why? Because deterministic data is self-reported. And as any consumer who’s offered a brand an incorrect phone number or email address can tell you: self-reported data isn’t always reliable.

Probabilistic statistics, on the other hand, don’t require self-reporting—and can be incredibly precise.

No identity approach is 100% accurate, or consistently wrong. The best answer is the right mix of inputs.

Which identity approach is most accurate?

QUESTION 2

A N S WER



AA014221.indd 1 12/5/18 2:53 PM



Cost for a 30-second commercialEstimated ad costs for a spot on fall 2018 broadcast network TV schedule. Percent change vs. fall 2017 prices. Prime time’s most expensive spot is NBC’s “Sunday Night Football,” where the average cost for a 30-second commercial is $665,677.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

ABC (Walt Disney Co.)

7:00 p.m.

America’s Funniest Home Videos $56,270, -3%

7:30

8:00 Dancing with the Stars Juniors $102,145, NA

Dancing with the Stars $113,977, -18%

The Conners $201,065, NA

The Goldbergs $135,124, -16%

Grey's Anatomy $204,792, -4%

Fresh off the Boat $78,862, -34%

Saturday Night Football $92,936, -4%

8:30 The Kids Are Alright $115,656, NA

American Housewife $122,193, -5%

Speechless $69,418, -50%

9:00 Shark Tank $80,245, -20%

Black-ish $117,766, -13%

Modern Family $164,767, -31%

Station 19 $120,301, NA

Child Support $69,324, NA

9:30 Splitting Up Together $104,563, -10%

Single Parents $120,666, NA

10:00 The Good Doctor $155,916, 24%

The Rookie $87,580, NA

A Million Little Things $142,635, NA

How to Get Away with Murder $126,951, -23%

20/20 $44,410, -30%

CBS (CBS Corp.)

7:00 p.m.

60 Minutes $105,743, -15%

7:30

8:00 God Friended Me $86,113, NA

The Neighborhood $84,417, NA

NCIS $135,960, -3%

Survivor $137,547, -3%

The Big Bang Theory $285,934, 0%

MacGyver $67,190, -12%

Crimetime Saturday $29,640, NA

8:30 Happy Together $98,261, NA

Young Sheldon $213,536, 18%

9:00 NCIS: Los Angeles $101,449, -13%

Magnum P.I. $99,430, NA

FBI $109,836, NA

Seal Team $104,267, -22%

Mom $126,395, 3%

Hawaii Five-0 $87,701, 0%

Crimetime Saturday $29,141, NA

9:30 Murphy Brown $120,734, NA

10:00 Madam Secretary $65,500, -21%

Bull $102,620, -20%

NCIS: New Orleans $100,609, 2%

Criminal Minds $105,041, -9%

S.W.A.T. $105,103, -14%

Blue Bloods $85,069, 2%

48 Hours $48,060, 32%

From “Here’s how much it costs to advertise in TV’s biggest shows” (AdAge.com, Oct. 2, 2018), by Jeanine Poggi. Networks may have made some changes to schedules since then. Table excludes shows that start at midseason. Broadcast network TV’s most expensive scheduled program is Fox’s broadcast of late-national NFL games on Sunday afternoons, which are not technically in prime time; average price for a 30-second spot is $687,921. Source: Ad Age. Based on data compiled from Ad Age survey of as many as six agencies. The resulting prices should be viewed as directional indicators and are not the actual price that every advertiser pays for a 30-second spot. The numbers are based on a range of agency estimates that can vary depending on the amount of inventory purchased from a network, the inclusion of any nontraditional advertising such as product placements, and the relationship an advertiser and media-buying agency has with a network. Most TV advertising is typically purchased as part of larger negotiations, not on a one-off basis. These estimates also reflect the prices advertisers and networks agreed on in this year’s upfront marketplace. Prices have likely changed for those wishing to buy a spot closer to the air date in the so-called “scatter” market. 1. Disney has deal to buy 21st Century Fox. Prior to deal’s expected closing in first half of 2019, 21st Century Fox will spin off Fox Broadcasting Co., Fox Television Stations, Fox News Channel, Fox Business Network, FS1, FS2, Big Ten Network and certain other assets into a new company, Fox. © Copyright 2018 Crain Communications Inc.; see p. 3.

P016_P022_AA_20181217_SUPP.indd 18 12/6/18 4:02 PM


Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Fox (21st Century Fox) 1

7:00 p.m.7:30

8:00 The Simpsons $162,725, 16%

The Resident $108,593, NA

The Gifted $111,898, -16%

Empire $216,171, -29%

Thursday Night Football $434,078, NA

Last Man Standing $85,574, NA

Fox Sports Saturday $67,277, -19%

8:30 Bob's Burgers $99,184, 32%

The Cool Kids $60,757, NA

9:00 Family Guy $120,103, -14%

911 $173,854, 35%

Lethal Weapon $98,932, -25%

Star $133,620, -11%

Hell's Kitchen $79,082, -16%

9:30 REL $114,573, NA

10:00

NBC (Comcast Corp. [NBC Universal])

7:00 p.m.7:30

8:00 Sunday Night Football $665,677, -5%

The Voice (Monday) $212,618, -18%

The Voice (Tuesday) $193,140, -16%

Chicago Med $161,561, 20%

Superstore $106,487, -6%

Blindspot $67,477, -26%

Dateline Mystery $36,532, -12%

8:30 The Good Place $125,498, 9%

9:00 This Is Us $433,866, 10%

Chicago Fire $147,689, 6%

Will & Grace $161,373, -24%

Midnight Texas $64,088, NA

Saturday Night Live (Encores) $54,505, 66%

9:30 I Feel Bad $99,902, NA

10:00 Manifest $167,311, NA

New Amsterdam $129,736, NA

Chicago P.D. $130,206, -7%

Law & Order: SVU $105,030, NA

Dateline NBC $49,378, -7%

The CW (AT&T [WarnerMedia]/CBS Corp.)

7:00 p.m.7:30

8:00 Supergirl $31,541, -37%

DC's Legends of Tomorrow $28,803, -23%

The Flash $45,965, -26%

Riverdale $29,662, -10%

Supernatural $29,409, -15%

Dynasty $17,859, -53%

8:30

9:00 Charmed $24,732, NA

Arrow $25,637, -32%

Black Lightning $34,802, NA

All American $30,846, NA

Legacies $27,154, NA

Crazy Ex-Girlfriend $15,938, 11%

9:30

10:00

MAS

TER

P016_P022_AA_20181217_SUPP.indd 19 12/6/18 4:02 PM



Live+7

Rank Originator Program Telecast date Rating

Average viewership (millions)

1 NBC Super Bowl Game LII February 4, 2018 34.2 104.12 Fox Fox NFC Championship January 21, 2018 13.9 42.43 Fox Fox NFC Playoff (Sunday) January 14, 2018 11.7 35.84 NBC This Is Us February 4, 2018 11.0 33.4

5 NBC Winter Olympics Opening Ceremony February 9, 2018 9.6 29.3

6 ESPN College Football Playoff National Championship January 8, 2018 9.2 27.9

7 ABC The Oscars March 4, 2018 9.0 27.48 ABC Roseanne March 27, 2018 9.0 27.39 CBS AFC Divisional Playoff (Saturday) January 13, 2018 8.8 26.910 NBC Winter Olympics (Sunday Prime) February 11, 2018 7.7 23.4

Top broadcast and cable telecasts in 2018Ranked by Live+7 viewership (live and time-shifted viewing within seven days). NBC’s Super Bowl telecast averaged 104 million viewers who watched live or through time-shifted viewing within seven days.

Source: Nielsen (NNTV Program Report). More info: nielsen.com. Numbers rounded. All broadcast and cable, Jan. 1, 2018, through Oct. 21, 2018. Live+7. Broadcast prime. Persons age 2+. Excludes breakouts, duration less than five minutes and sustainers. Excludes post-gun programming (programming after game ends, when gun sounds signifies end of competition).

Biggest U.S. TV networksBy 2017 measured-media ad spending. Dollars in millions. Percent change versus 2016.

Source: Kantar Media. More info: kantarmedia.com. HC2 Holdings in November 2017 bought Azteca America. Discovery in March 2018 bought Scripps Networks Interactive, whose properties included HGTV. AT&T in June 2018 bought Time Warner (now WarnerMedia).

Cable TVBroadcast TV

9. Azteca America HC2 Holdings -3.8%

8. The CW AT&T (WarnerMedia)/CBS Corp. -4.2%

7. UniMás Univision Holdings +7.7%

6. Telemundo Comcast Corp. (NBC Universal) -6.2%

5. Univision Univision Holdings -9.4%

4. ABC Walt Disney Co. 0.0%

3. Fox 21st Century Fox +29.9%

2. NBC Comcast Corp. (NBC Universal) -20.6%

1. CBS CBS Corp. -2.6%

10. HGTV Discovery -4.9%

9. Discovery Channel Discovery -4.9%

8. Bravo Comcast Corp. (NBC Universal) -0.9%

7. AMC AMC Networks +17.4%

6. MTV Viacom +7.3%

5. USA Comcast Corp. (NBC Universal) -5.2%

4. TBS AT&T (WarnerMedia's Turner) -13.8%

3. Nickelodeon, Nick at Nite Viacom +3.8%

2. TNT AT&T (WarnerMedia's Turner) +0.3%

1. ESPN Walt Disney Co. -3.9%

$654

$655

$739

$792

$1,397

$958

$1,008

$1,429

$2,376

$2,423

$73

$404

$542

$1,298

$2,182

$5,210

$6,050

$6,057

$7,038

P016_P022_AA_20181217_SUPP.indd 20 12/6/18 4:03 PM


Top time-shifted broadcast and cable TV shows in 2018Ranked by incremental audience gained through time shifting. The TV viewing audience of ABC’s “Roseanne” increased by 10.7 million viewers from the live audience through time-shifted viewing within seven days.

Source: Nielsen (NNTV Program Report). More info: nielsen.com. Numbers rounded. All broadcast and cable, Jan. 1, 2018, through Oct. 21, 2018. Live and Live+7. Broadcast prime. Rank based on absolute difference between Live and Live+7 projections. Persons age 2+. A program must reach at least a 1.0 Live+7 persons 2+ rating. Excludes breakouts, specials, repeats, duration less than five minutes, sustainers and programs with fewer than four telecasts. Sample minimums applied.

Live Live+7

Rank Program (Network)No. of telecasts Rating

Average viewership (millions) Rating


Audience gained through time shifting (millions)

1 Roseanne (ABC) 8 3.0 9.2 6.6 20.0 10.72 Manifest (NBC) 4 2.2 6.7 5.2 15.9 9.23 This Is Us (NBC) 12 2.7 8.3 5.7 17.2 8.9

4 The Big Bang Theory (CBS) 17 3.3 10.1 6.1 18.5 8.5

5 The Good Doctor (ABC) 12 2.2 6.6 4.9 15.0 8.46 NCIS (CBS) 18 3.3 10.0 5.5 16.9 6.97 New Amsterdam (NBC) 4 1.9 5.9 4.2 12.8 6.88 Young Sheldon (CBS) 17 3.1 9.5 5.2 15.9 6.4

9 The Walking Dead (AMC) 11 1.3 3.9 3.3 10.1 6.3

10 911 (Fox) 15 1.6 4.8 3.6 10.9 6.1

Source: Nielsen (NNTV Program Report). More info: nielsen.com. Numbers rounded. All broadcast and cable, Jan. 1, 2018, through Oct. 21, 2018. Live+7. Broadcast prime. Persons age 2+. Excludes breakouts, specials, repeats, duration less than five minutes, sustainers and programs with fewer than four telecasts. Sample minimums applied.

Top broadcast and cable TV prime-time shows in 2018Ranked by Live+7 viewership (live and time-shifted viewing within seven days). ABC’s “Roseanne” averaged about 20 million viewers who watched live or through time-shifted viewing within seven days.

Live+7

Rank Originator ProgramNumber of telecasts Rating


1 ABC Roseanne 8 6.6 20.02 NBC NBC Sunday Night Football 7 6.4 19.63 CBS The Big Bang Theory 17 6.1 18.54 NBC This Is Us 12 5.7 17.25 CBS NCIS 18 5.5 16.96 CBS Young Sheldon 17 5.2 15.97 NBC Manifest 4 5.2 15.98 ABC The Good Doctor 12 4.9 15.09 NBC America's Got Talent (Tuesday) 16 4.7 14.310 CBS Bull 16 4.6 14.0

P016_P022_AA_20181217_SUPP.indd 21 12/6/18 4:03 PM



Digital: 10 largest U.S. multiplatform digital media propertiesBy October 2018 unique visitors in millions.

Digital: 10 largest U.S. multiplatform online video propertiesBy October 2018 unique visitors in millions.

Source: Comscore, October 2018. Numbers rounded. Data source and universe: Multiplatform (desktop age 2-plus and total mobile age 18-plus). More info: comscore.com.

Source: Comscore, October 2018. Numbers rounded. Data source and universe: VMX multiplatform (desktop, mobile, over the top). *Fullscreen is part of WarnerMedia’s Otter Media. More info: comscore.com.

U.S. share of digital media time spent by platformFrom October 2018. Smartphone apps are the digital platform of choice for young adults.

Source: Comscore, October 2018. Numbers rounded. More info: comscore.com.

AgeSmartphone app Desktop

Smartphone web Tablet app Tablet web

18-24 70.6% 17.4% 5.7% 5.7% 0.6%

25-34 63.7 24.0 6.7 4.7 0.9

35-44 63.4 22.8 7.5 5.3 0.9

45-54 60.5 24.9 6.7 6.4 1.4

55-64 62.3 21.4 7.9 6.9 1.6

65+ 41.0 34.1 5.5 15.1 4.3

Adults: 18+ 61.9% 23.3% 6.8% 6.6% 1.4%

Total internet: Total audience

256

Apple

150

Walt Disney Co.

152

Twitter

153

CBS Interactive (CBS Corp.)

164

Comcast/NBC Universal

176

Amazon sites

200

Verizon Media Group/Oath

207

Microsoft Corp. sites208

Facebook

212

Google sites (Alphabet)

245

Total internet: Total audience

130

142

225

Hulu

Zefr

Fullscreen Video Network (AT&T*)

Studio71 network

Comcast/NBC Universal

Vevo

Uproxx

BroadbandTV

Walt Disney Co.

Google sites (Alphabet)

256

75

79

81

94

120

121

127

MAS

TER

P016_P022_AA_20181217_SUPP.indd 22 12/6/18 4:03 PM

Hybrid identity: strengthens the resolve or blurs the picture?Deterministic and probabilistic approaches sometimes get it right, and sometimes get it wrong.

True or False: Given the statement above, the most effective identity approach takes deterministic and probabilistic “customer graphs”—and merges them together.

A. TrueB. FalseC. It Depends

QUESTION 3



AA014222.indd 1 12/4/18 2:19 PM



From Ad Age Agency Report 2018 (April 30, 2018). Detailed rankings and report methodology: AdAge.com/agencyfamilytrees2018. Numbers rounded. Asterisk indicates Ad Age Datacenter estimate.

© Copyright 2018 Crain Communications Inc.; see p. 3.

AGENCIESAd Age Agency Report: World’s 10 largest agency companiesBy worldwide revenue in 2017. Dollars in billions.

1. WPP, London

$19.7

2. Omnicom Group, New York

$15.3

3. Publicis Groupe, Paris

$10.9

4. Interpublic Group of Cos., New York

$7.9

5. Dentsu Inc.*, Tokyo

$7.8

6. Accenture's Accenture Interactive, New York

$6.5

7. PwC's PwC Digital Services, New York

$5.1

8. Deloitte's Deloitte Digital, New York

$4.1

9. Cognizant's Cognizant Interactive, New York

$3.9

10. IBM Corp.’s IBM iX*, Armonk, N.Y.

$3.5

P024_P027_AA_20181217_SUPP.indd 24 12/6/18 4:05 PM


From Ad Age Agency Report 2018 (April 30, 2018). Numbers rounded. Expanded table and report methodology: AdAge.com/agencyreport2018. Source: Ad Age Datacenter estimates. © Copyright 2018 Crain Communications Inc.; see p. 3.

Rank Network Company 2017 worldwide revenue

1 Accenture Interactive Accenture $6.5

2 PwC Digital Services PwC 5.1

3 Young & Rubicam Group WPP 4.1

4 Deloitte Digital Deloitte 4.1

5 Cognizant Interactive Cognizant 3.9

6 IBM iX IBM Corp. 3.5

7 McCann Worldgroup Interpublic 3.2

8 Dentsu Aegis Network Dentsu 2.6

9 DDB Worldwide Communications Group Omnicom 2.4

10 Dentsu (Japan) Dentsu 2.3

11 Epsilon Alliance Data Systems Corp. 2.3

12 Publicis.Sapient Publicis 2.2

13 TBWA Worldwide Omnicom 2.1

14 BlueFocus (China) BlueFocus Communication Group 2.0

15 Ogilvy WPP 2.0

16 BBDO Worldwide Omnicom 2.0

17 Publicis Worldwide Publicis 1.7

18 Omnicom Precision Marketing Group Omnicom 1.6

19 Havas Creative Group Vivendi 1.6

20 FCB Interpublic 1.4

21 Advantage Marketing Partners Advantage Solutions 1.4

22 Hakuhodo Hakuhodo DY Holdings 1.4

23 J. Walter Thompson Co. WPP 1.3

24 Williams Lea Tag Williams Lea Tag 1.3

25 Leo Burnett Worldwide Publicis 1.2

Ad Age Agency Report: Top 25 $63.1

Ad Age Agency Report: World’s largest agency networksBy 2017 estimated worldwide revenue. Dollars in billions.

More in Ad Age DatacenterAgency companies: Who owns whatAdAge.com/agencyfamilytrees2018

P024_P027_AA_20181217_SUPP.indd 25 12/6/18 4:05 PM



Ad Age Agency Report: Biggest worldwide agency ventures by categoryBy 2017 estimated worldwide revenue. The world’s 25 largest agency companies had 2017 worldwide revenue of $103.8 billion.

Source: Ad Age Agency Reports. Growth rates based on U.S. agencies from all disciplines. © Copyright 2018 Crain Communications Inc.; see p. 3.

From Ad Age Agency Report 2018 (April 30, 2018). Some agencies and networks have changed names or structure since report was published. Expanded rankings: AdAge.com/agencyreport2018. Source: Ad Age Datacenter estimates. © Copyright 2018 Crain Communications Inc.; see p. 3.

Category/largest venture, company

2017 worldwide revenue in category Category grouping

2017 worldwide revenue for category grouping

Agency companyWPP $19.7 billion 25 largest agency companies $103.8 billion

Consolidated agency network Accenture Interactive, Accenture $6.5 billion 25 largest agency networks $63.1 billion

Digital agency networkAccenture Interactive, Accenture $6.5 billion

10 largest digital agency networks $28.0 billion

Media agency groupGroupM, WPP $5.5 billion

Five largest media agency groups $18.7 billion

Media agency networkWavemaker, WPP $1.5 billion

10 largest media agency networks $11.0 billion

Ad agencyDentsu, Dentsu $2.3 billion 10 largest ad agencies $14.2 billion

CRM/direct marketing agency networkDeloitte Digital, Deloitte

$2.1 billion10 largest CRM/direct marketing agency networks $10.4 billion

Public relations agency networkEdelman, DJE Holdings $894 million

10 largest public relations agency networks $5.1 billion

U.S. agency digital share and revenue growth, 2011-2017From Agency Reports.

Ad Age Agency Report: Digital share of U.S. agency revenueFor the first time, digital work in 2017 accounted for more than half of revenue for U.S. agencies from all disciplines.

Ad Age Agency Report: U.S. agency revenue growth Revenue for agencies from all disciplines grew 1.8 percent in 2017, the weakest growth since the ad market recovery began in 2010.

0

10

20

30

40

50

60%

2017201620152014201320122011

51.3%46.6%

41.3%39.7%35.3%

32.5%30.3%

0

1

2

3

4

5

6

7

8%

2017201620152014201320122011

1.8%

4.4%

6.5%

5.4%

3.7%

5.6%

7.9%

P024_P027_AA_20181217_SUPP.indd 26 12/6/18 4:05 PM


Ad Age Agency Report: Biggest U.S. agency ventures by category By 2017 estimated U.S. revenue. The world’s 25 largest agency companies had 2017 U.S. revenue of $47.2 billion.

From Ad Age Agency Report 2018 (April 30, 2018). Some agencies and networks have changed names or structure since report was published. Expanded rankings: AdAge.com/agencyreport2018. Source: Ad Age Datacenter estimates. © Copyright 2018 Crain Communications Inc.; see p. 3. 1. U.S. revenue of more than 600 agencies from all disciplines in Agency Report 2018. 2. CRM/direct marketing agency network revenue. 3. Pro forma revenue including Daymon Worldwide’s Daymon Interactions (acquired December 2017) and other acquisitions.

Category/ largest venture, company

2017 U.S. revenue in category Category grouping

2017 U.S. revenue for category grouping

Agency companyOmnicom Group $8.2 billion

World's 25 largest agency companies $47.2 billion

Consolidated agency network Cognizant Interactive, Cognizant $3.1 billion

World's 25 largest agency networks $29.1 billion

Agencies from all disciplinesCognizant Interactive, Cognizant $3.1 billion

More than 600 U.S. agencies from all disciplines1 $55.0 billion

Digital agency networkCognizant Interactive, Cognizant $3.1 billion

10 largest digital agency networks $14.9 billion

Search marketingPerformics, Publicis $218 million

15 largest search marketing agencies $1.4 billion

Media agency networkStarcom, Publicis $434 million

15 largest media agency networks $4.1 billion

Ad agencyMcCann, Interpublic $643 million 25 largest ad agencies $6.6 billion

CRM/direct marketing agency networkEpsilon2, Alliance Data Systems $1.6 billion

25 largest CRM/direct marketing agency networks $8.7 billion

Promotion agency network Advantage Marketing Partners3, Advantage Solutions

$1.2 billion50 largest promotion agency networks $5.1 billion

Experiential/event marketing agency networkAdvantage Marketing Partners3, Advantage Solutions

$1.2 billion15 largest experiential/event marketing agency networks $3.2 billion

Health care agency networkOmnicom Health Group, Omnicom $739 million

50 largest health care agency networks $5.0 billion

Public relations agency networkEdelman, DJE Holdings $549 million

25 largest public relations agency networks $3.7 billion

Hispanic-AmericanConill, Publicis $41 million

50 largest Hispanic-American agencies $515 million

African-AmericanBurrell Communications Group, Publicis $23 million

15 largest African-American agencies $113 million

Asian-AmericanAaaza $18 million

10 largest Asian-American agencies $76 million

P024_P027_AA_20181217_SUPP.indd 27 12/6/18 4:06 PM



Source: University of Michigan index of consumer sentiment. Graph shows � nal (that is, not preliminary) readings. More info: sca.isr.umich.edu.

CONSUMERS2018 U.S. population by racePopulation in millions.

Consumer confidence: Index of consumer sentimentThe University of Michigan index of consumer sentiment in March 2018 reached 101.4, its highest level since January 2004. The index came in at 97.5 in November 2018.

Source: Census Bureau. Projections for July 1, 2018, from National Population Projections released in September 2018. Numbers rounded. More info: census.gov.

Hispanics’ share of population by age in 2018Hispanics account for more than 20 percent of the U.S. population for every age up through age 44.

Age

Hispanics as percent of U.S. population

Number of Hispanicsin millions

0-9 25.7% 10.4

10-19 24.4 10.2

20-29 21.5 9.8

30-39 20.6 9.0

40-49 19.4 7.9

50-59 14.1 6.0

60-69 9.9 3.7

70+ 8.0 2.8

Total 18.3% 59.9

Rec

essi

on

40

60

80

100

120

201820172016201520142013201220112010200920082007

March 2018101.4

Total 327.9 million

250.9M

43.9M

19.2M

9.0M

Native Hawaiian/Paci�c Islander0.8M

American Indian/Alaska Native4.1M

Two or more races

Asian

Black

White

P028_P032_AA_20181217_SUPP.indd 28 12/6/18 4:08 PM

C. It DependsWhen you merge deterministic and probabilistic identity graphs, the ensuing data deluge is massive and includes every piece of identity data about every customer you engage.

Done blindly, a lot can go wrong. Crucial information can go missing. Corrupted, even fraudulent data from either graph could taint the new identity set.

That’s why you want an advanced hybrid model that can verify and authenticate the data before combining “clean” signals, thus yielding more reliable, cutting-edge identity graphs.

QUESTION 3

A N S WER

Hybrid identity: strengthens the resolve or blurs the picture?



AA014223.indd 1 12/4/18 2:20 PM



How Americans use leisure timeAmericans age 15-plus on average had 5.2 hours of leisure time per day in 2017. Watching TV remains by far the No. 1 leisure activity.

Age Gender

15+ 15-19 20-24 25-34 35-44 45-54 55-64 65-74 75+ F M

Average leisure hours per day in 2017

All days 5.2 5.6 5.2 4.2 4.0 4.6 5.4 7.3 7.8 5.0 5.5

Weekdays 4.7 5.1 4.5 3.5 3.3 4.0 5.0 7.1 7.6 4.5 4.9

Weekends, holidays 6.5 6.6 6.7 5.9 5.4 5.9 6.5 7.9 8.1 6.0 7.0

Average weekday leisure hours spent in 2017

Watching TV 2.5 1.8 1.3 1.7 1.8 2.4 2.9 4.1 4.5 2.4 2.6

Socializing and communicating 0.5 0.6 0.9 0.5 0.5 0.4 0.5 0.6 0.6 0.6 0.5

Playing games and computer use for leisure

0.5 1.0 1.1 0.4 0.2 0.3 0.3 0.5 0.4 0.4 0.5

Reading 0.3 0.1 0.1 0.1 0.2 0.2 0.3 0.6 0.8 0.3 0.2

Participating in sports, exercise and recreation

0.3 0.7 0.2 0.3 0.2 0.2 0.2 0.3 0.2 0.2 0.3

Relaxing/thinking 0.4 0.3 0.3 0.2 0.2 0.3 0.5 0.6 0.7 0.3 0.4

Other leisure and sports activities1 0.4 0.7 0.6 0.3 0.3 0.2 0.3 0.4 0.4 0.3 0.4

Source: Bureau of Labor Statistics’ 2017 American Time Use Survey. More info: bls.gov/tus. 1. Including travel related to leisure and sports activities.

Source: Census Bureau’s Current Population Survey (Annual Social and Economic Supplements). More info: census.gov. 1. Numbers rounded. 2. Percent change based on real (inflation-adjusted) mean income. Recession began in December 2007 and ended in June 2009.

Households rich to poor: Income distribution1

Share of aggregate income by household-income quintiles. The bottom group had 3.1 percent of 2017 income.

Year Lowest 20% Second Third Fourth Top 20%

1970 4.1% 10.8% 17.4% 24.5% 43.3%

1980 4.2 10.2 16.8 24.7 44.1

1990 3.8 9.6 15.9 24.0 46.6

2000 3.6 8.9 14.8 23.0 49.8

2010 3.3 8.5 14.6 23.4 50.3

2017 3.1 8.2 14.3 23.0 51.5

Households rich to poor: Mean income2

By 2017 household-income quintile; change vs. prerecession 2007. Poor households have not fully recovered.

All households

Lowest 20% Second Third Fourth Top 20%

2017 $86,220 $13,258 $35,401 $61,564 $99,030 $221,846

Percent change vs. 2007 7.6% -3.2% 1.5% 4.0% 5.6% 11.4%

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Source: Simmons Research, Enhanced Media Measurement Study, Spring 2018. More info: simmonsresearch.com.

Binge watching: Get with the programPercent of people in various age groups who binge watch TV series. More than three-fourths of adults age 18-34 binge watch at least once a month.

Percent of people in this group that binge watch TV shows

Group1+ times a month

1-3 times a month

4+ times a month

Less than once a month

Less than once every six months Never

Age 18-34 75.9% 38.9% 37.0% 12.3% 5.7% 6.1%

35-49 54.8 33.1 21.7 13.8 10.5 20.9

50-69 37.2 23.3 13.9 17.0 11.2 34.6

70+ 28.3 18.0 10.3 15.6 11.9 44.2

Parent with child in home 60.3 33.8 26.5 13.9 8.8 17.0

Hispanic household 61.7 30.2 31.5 15.8 6.9 15.5

Non-millennials 41.5 25.6 15.8 15.6 11.1 31.8

Female 53.0 29.8 23.2 13.3 9.5 24.3

Male 49.9 29.1 20.7 16.2 9.6 24.3

Adults 18+ 51.5% 29.5% 22.0% 14.7% 9.5% 24.3%

Source: Simmons Research, National Consumer Study, Spring 2018. More info: simmonsresearch.com. Results based on adult survey participants who answered question (and so results exclude non-responses).

Very often OftenSomewhat often

Not very often Not at all

Visit websites on mobile phone 27.3% 19.2% 17.3% 11.3% 24.9%

Text on mobile phone 26.8 20.0 19.5 15.2 18.6

Visit websites on computer 22.1 17.5 16.5 11.1 32.8

Talk on mobile phone 19.6 14.7 17.5 22.6 25.6

Email on computer 17.7 15.0 14.4 13.6 39.3

Play video games 9.2 5.2 4.8 6.9 73.9

Instant message on computer 9.2 6.3 6.8 9.6 68.2

Listen to radio 7.5 5.7 6.4 7.5 72.9

Watch videos on computer 7.5 6.0 6.5 9.7 70.4

Read magazine or comic 6.0 6.6 10.2 15.4 61.8

How TV viewers are multitaskingPercent of adults who do these activities while watching TV.

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When and how smartphone owners use their devicesAccessing websites is the most popular activity on smartphones. Peak hour for web surfing is 9 p.m., when 53 percent of adult smartphone owners use their phones to visit a website.

Source: Simmons Research, Simmons Connect Study, Spring 2018. More info: simmonsresearch.com. Percentages indicate unduplicated aggregate percentage of smartphone owners who engage in the activity in that hour at least once during a typical week. For example, 53 percent of smartphone owners use their phone’s web browser to access a website between 9 p.m. and 10 p.m. at least once in a week.

111098765432112p.m.

111098765432112a.m.

0

50

100

150

200

250

300

350% Listen to music

Download appGPSVideoPlay games

Talk

IM/chat

Camera

Messaging

Email

Social network

Websites

Demographics of cord cuttersPercent of people in various age groups who don’t subscribe to a traditional, legacy cable or satellite TV service but have access to online content through at-home or mobile internet.

Source: Simmons Research, National Consumer Study, Spring 2018. More info: simmonsresearch.com. Cord cutters include cord nevers (those who have never paid for TV).

Adults 18+

Male

Female

Non-millennials

Hispanic household

Parent with child in home

70+

50-69

35-49

Age 18-34

0% 5 10 15 20 25 30

Mobile onlyCord cutters

11.6% 6.5%

12.6% 6.4%

10.6% 6.6%

9.1% 5.0%

11.4% 8.6%

13.0% 8.7%

3.5% 1.2%

7.5% 4.4%

14.2% 8.0%

17.7% 10.2%

P028_P032_AA_20181217_SUPP.indd 32 12/6/18 4:11 PM

The Ad Age World’s Largest Advertisers 2018 report from Ad Age Datacenter has been released. Our experts have crunched the data to give you:· A proprietary database of the 100

biggest spenders· Global marketer profiles showing ad

spends by region, top executives and key agencies

· A ranking of the biggest advertisers in 100 countries and markets, based on Ad Age Datacenter’s analysis of measured-media spending

This report is available exclusively to Ad Age Datacenter subscribers.Subscribe to Datacenter today and save $100 for a limited time: AdAge.com/bigspenders Learn more at AdAge.com/globalmarketers2018

Ad Age World’s Largest Advertisers 2018

WLA_2018.indd 1 11/29/18 12:58 PM



JOBSR

eces

sion

Rec

essi

on

50,000

100,000

150,000

200,000

250,000

’18’17’16’15’14’13’12’11’10’09’08’07’06’05’04’03’02’01’00

Internet media jobs

Ad agency jobs

Sept. 2018232,900

199,100

U.S. ad agency and internet media employmentAd agency sta� ng (199,100 in September 2018) is little changed from one year ago. Internet media1 sta� ng (232,900 in September 2018) has more than doubled since 2011.

Unemployment rate

Rec

essi

on

Rec

essi

on

2

4

6

8

10%

’18’17’16’15’14’13’12’11’10’09’08’07’06’05’04’03’02’01’00

Oct. 20183.7%

Oct. 201810.0%

U.S. unemployment rateThe nation’s unemployment rate (3.7 percent in October 2018) is at its lowest level since 1969.

Source: Ad Age Datacenter analysis of Bureau of Labor Statistics data. See expanded data: AdAge.com/adjobs.

1. Internet media businesses and web search portals.2. Internet media businesses and web search portals, TV, newspaper, magazine, radio. November 2007; September 2018.

U.S. media employmentShare of media2 jobs in 2007 (eve of Recession) and 2018. Internet media’s share of media jobs has more than tripled since 2007.

Year Internet media TV Newspaper Magazine Radio

2007 8.6% 23.9% 38.8% 16.1% 12.6%

2018 31.9% 25.0% 19.6% 12.2% 11.3%

P034_AA_20181217_SUPP.indd 34 12/6/18 4:13 PM

Which capabilities rely on accurate identity?

BONUS ROUND – EXTRA CREDIT

Today’s marketing hinges on knowing your best customers and prospects, in compliance with the highest privacy standards. So finding the right identity provider with advanced identity you can trust is the most intelligent answer of all for leading marketers.

At Neustar, responsible identity has always been at the heart of our business. And as a company built on Privacy by Design, we’re not just right on identity: we’re on the right side of regulation and ethics, too.

Maximize your Identity I.Q. Take the full quiz and learn more about Neustar Marketing Solutions at www.marketing.neustar/identity-quiz

ANSWER: O. All of the above—and more!

A. Data Onboarding B. Audience

Segmentation C. Lookalike Modeling D. Personalization E. Marketing

Attribution

F. Marketing Mix Modeling

G. Measurement H. Optimization I. Targeting J. Lead Scoring

K. Programmatic Marketing

L. Omnichannel Marketing

M. Frequency Capping N. Media Planning O. All of the Above



AA014224.indd 1 12/4/18 2:20 PM

THECUSTOMER KNOWING IDENTITY MASTERINGJOURNEY DECIPHERING INSIGHTS GENERATINGGROWTH DRIVING UNIFIED DECISIONINGMARKETING INTELLIGENCE PLATFORM.

The only Marketing Intelligence Platform with identity built-in.

That means you can finally make connections across offline and online to create a unified, persistent and accurate view of your customer. And because identity is built-in, only Neustar can provide true customer-based unified analytics. Measure the impact of your marketing, synthesize cross-channel customer engagement, and accurately understand and predict marketing performance.

AA014225.indd 1 12/5/18 3:10 PM

MARKETING FACT PACK 2019 - McConkey …...MARKETING FACT PACK 2019 $563B Projected worldwide media...

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