Knowlimits, OMD and Medea Are Leading Media Agencies; Omnicom Media (OMG) and GroupM the Largest Group in 2021
FRANCE — June 30, 2022 — COMvergence has issued its latest billings rankings report for Czech Republic based on Final 2021 media agency and group billings. With a billings figure estimated at $173M (+16% vs. 2020) for Knowlimits and $120M for OMD, both network agencies stay as the top ranked media agencies in Czech Republic. PHD ranked 4th, shows one of the highest growths of the top agencies with +29.5% vs. 2020
Top 5 Media Agency Final 2021 Ranking – CZECH REPUBLIC
The total 2021 billings figure made by the 22 Czech Republic studied media agencies is $1B (+6% vs. 2020). Those include 21 media agency networks and 3 independent agencies (Knowlimits, Medea and Mediaplus). All together they represent 79% of industry market share. Digital media spending accounts for 29% of the 22 agencies’ total media billings.
At the Group level, Omnicom Media (OMG) and GroupM remain strong leaders with 18.4% industry market share and $231M in billings (+23% vs. 2020 for OMG and -3.4% for GroupM). Publicis Media takes the 3rd position ($87M in billings and 6.9% industry market share).
Top 3 Media Agency Groups Final 2021 Ranking – CZECH REPUBLIC
Country media agency billings are calculated based on clients whose spend is ≥$0.1M (Top 500 Czech Republic advertisers). Industry Market Shares are calculated based on the total market studied ($1.3B in 2021).
Measured offline net estimated spend figures are sourced from Nielsen annualized data for the 12-month period Jan 2021-December 2021. CZK/USD: x0.0461 (average rate Year 2021).
To calculate digital media spend (handled by media agencies), COMvergence applies average digital shares per category. These percentages are revised each year and adjusted according to the agency claims (as long as they are supported by a client statement or a formal letter from the agency CFO certifying the accuracy of the data/information submitted to COMvergence).
Within digital media, the following channels are included: display (incl. programmatic), online video, search and social.
All client lists have been reviewed and validated by agencies – who also shared detailed information relative to the digital media assignments they handle as well as how much these assignments represent out of their client’s total media mix.
COMvergence is an independent research firm and data consultancy, analyzing media spend investments and producing benchmark studies on new business performances and strategic developments of the creative, media and digital agency networks, and major independent firms. Using tangible measurement metrics to provide high-quality reference data, guidance and support for Marcom professionals spanning all titles and disciplines. COMvergence serves as a critical resource for understanding the evolution and diversification of the MarCom industry, and the authoritative source when it comes to agency data collection, tabulation, transparency and analysis.