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The Ad Age Annual 2012

Key stats and rankings from Ad Age DataCenter reports

Published on .

Quick access to facts on marketers, media and agencies.
Quick access to facts on marketers, media and agencies.
Welcome to Annual 2012,
Ad Age 's almanac of industry data and analysis.


We pulled together key stats and rankings from Ad Age DataCenter reports to give you quick access to facts on ad-industry jobs, marketers, media and agencies.

Ad Age 's DataCenter also offers an exclusive database of the nation's 100 largest advertisers with a roster of their agencies, brands and executives. Access our updated database: AdAge.com/marketertrees2011update

Ad Age DataCenter includes premium content, offered only to subscribers of the Ad Age DataCenter . Want to see a sample? Non-subscribers are able to open interactive databases where selected entries will be shown free of charge to registered users.

Subscribe to Ad Age DataCenter : AdAge.com/subscribe/.

For questions about subscriptions, or to order copies of Annual 2012 (Ad Age 's Dec. 19, 2011, print issue), please email: customerservice@adage.com.

JOBS
Where are the jobs? Digital. Internet-media companies and portals have added 16,800 jobs over the past year, and digital-media firms now account for a record one in seven U.S. media jobs. Digital-media employment is , finally, on the cusp of passing its 2000 dot-com bubble peak. Ad agencies and marketing consulting also showed good gains over the year; newspapers continued to eliminate jobs. Big picture: The U.S. economy has added 2.5 million jobs since employment hit bottom in early 2010. But the economy needs 6.3 million more jobs to get back to the all-time peak reached in January 2008.

Plus : Monthly data on advertising and media employment, in Excel


MARKETERS
In 2012, marketers will increase U.S. ad spending 3.7%, up from 2011's 2.8% growth, according to the average of three major media-agency forecasts. Worldwide ad spending will grow 5.4%, up a percentage point from 2011's 4.4%, according to the average of forecasts from Group M (WPP), MagnaGlobal (Interpublic) and ZenithOptimedia (Publicis). Where's the world growing? Jonathan Barnard, head of forecasting at ZenithOptimedia, predicts: "Over the next three years, half of all global growth in ad expenditure will come from just 10 markets"—BRIC (Brazil, Russia, India, China), MIST (Mexico, Indonesia, South Korea, Turkey), South Africa and Argentina.

Marketer Trees 2011 (updated Dec. 19, 2011)
Ad Age 's interactive database of the nation's 100 largest advertisers, updated for Annual 2012

100 Leading National Advertisers (June 20, 2011)
Largest U.S. advertisers
U.S. ad spending totals by medium
Market share for auto, retail, restaurants and wireless
Top 200 megabrands (by U.S. ad spending)
Ad spending by category

100 Global Marketers (Dec. 5, 2011)
Largest global advertisers

SPENDING TRENDS AND FORECASTS (Dec. 19, 2011)
Ad spending growth rates: 2008 to 2013
Data from Group M , MagnaGlobal, ZenithOptimedia and Kantar Media

U.S. ad spending by sector
ZenithOptimedia estimates for major media and marketing services

Worldwide major-media spending by region
ZenithOptimedia estimates by region


MEDIA
Social-media gamer Zynga, the fastest-growing company on Ad Age 's Media 100, went public Dec. 16, 2011—four days after newspaper publisher Lee Enterprises, another Media 100 firm, went bankrupt. So go the changing fortunes of media. The internet is set to pass newspapers in 2012 as the second-largest U.S. ad medium (behind TV), according to ZenithOptimedia. Lee, for its part, expects a speedy bankruptcy reorganization. It became the 15th Media 100 company—six in newspapers, three in magazines, three in yellow pages, one each in cable systems, radio and film—to go through Chapter 11 between 2008 and 2011.

Media Family Trees 2011
Ad Age 's interactive database with profiles and major holdings of the nation's 100 Leading Media Companies and revenue by media sector

100 Leading Media Companies (Oct. 3, 2011)
100 largest U.S. media companies
Largest media companies by sector
Total 2010 U.S. media revenue by sector
What a spot costs
A table of estimated primetime TV advertising prices on five networks (Oct. 24 , 2011)

Digital Family Trees 2011
Ad Age database showing digital ventures of top media and agency companies
Digital Market Facts: Data on digital marketing, media, agencies and more

Digital Market 2011
Facts and figures from Ad Age 's Online Video Market and Mobile Marketing posters.


AGENCIES
The digits are adding up. Publicis said digital work accounted for 30.2% of revenue in the first nine months of 2011, up from 28.7% in the same period of 2010. It's a similar story at WPP, which in December 2011 said digital was tracking at 30% of 2011 revenue. That's up from the 29% WPP reported in 2010 from direct, digital and interactive revenue—and up from 21% in 2006. Agencies of all types are staking digital claims, from web work and apps to social media and search. WPP's 2011 client spending with Google surged 35% to $1.6 billion; WPP Chief Executive Martin Sorrell expects "a considerable increase" in 2012.

Agency Family Trees 2011
Ad Age 's interactive database showing holdings and revenue breakout of the world's 50 largest agency companies

Agency Report (April 25, 2011)
Largest agency companies
Consolidated agency networks
Largest U.S. agencies
Largest media agencies worldwide and in the U.S.
Largest public relations agencies
Largest digital and search agencies
Largest multicultural agencies
Largest health-care agencies


STOCKS
Current AdMarket 50 Stock Prices
The Ad Age /Bloomberg AdMarket 50 index tracks the stocks of 50 major marketer, media and agency companies.


WINNERS
Every year, Ad Age honors the industry's best. Here are the lists from 2011.

Marketer of the Year 2011
Coca-Cola: Not too big or too staid to innovate, beverage giant earns top honors

America's Hottest Brands
Ad Age identified the upstarts and established brands that showed great innovation

Hottest Global Brands
Trendsetting brands from global markets

Best Places to Work
Based on surveys of media and marketing companies

Digital A-List
Ad Age 's Digital Issue offered a Digital A-List featuring case studies in digital-marketing excellence

Agency A-List
The agencies that showed moxie, innovation and effectiveness in 2010

Small Agency Awards
Big marketing ideas clients want and the creative cultures employees love

Entertainment A-List
Ad Age 's annual look at the 10 celebrities, marketers, properties and brands that stood out for their use of entertainment marketing over the past year

Magazine A-List
Including Magazine of the Year

Women to Watch
The class of 2011 for Ad Age 's 15th annual Women to Watch, highlighting women in advertising, marketing and media chosen for their accomplishments and potential

Media Mavens
Marketing and media executives who set the mark for media innovation

Creativity 's 2011 Awards Winners List
From the 2011 Awards report of Ad Age 's sibling, Creativity
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