Auditing firm Media Strategy presents data as part of its PPA Ranking for the full year 2023.
PHD had the highest share of net investment in TV advertising among domestic media agencies in 2023. For the period January to December 2023, it accounted for 11.8%. This is according to the PPA Ranking, provided by Media Strategy. OMD (9.6%), EssenceMediacom (8.6%) and Knowlimits (8.5%) followed in the other top spots, with only minimal gaps between them. Compared to 2022, Médea dropped out of the top five, while Starcom moved into it.
In the share of investment in TV advertising calculated by media agency networks, Omnicom Media Group had the largest share last year (23.3%), ahead of GroupM (19.8%) and Publicis Media (12.6%). Here, the ranking of media agency networks remains unchanged compared to 2022.
The PPA Ranking is calculated based on the number of client GRPs of spot advertising as monitored by Nielsen. The TV Price Pool Audit calculates the average cluster prices (NN CPP30") that clients should pay for a given amount of GRPs. This gives their estimated budget and assigns them to agencies and agency networks. Their share is then expressed.
The data (like the TV Price Pool Audit) is published by Media Strategy three times a year, for the periods January to June, January to October and January to December.
Source: mediaguru.cz
