Media Representative Firms in the US - Market Research Report (2014-2029)
New York, United States
Last Updated: July 2024
NAICS 54184Revenue
$36.9bn
Past 5-Year Growth
Profit
$X.Xbn
Employees
21,864
Businesses
6,572
Wages
$X.Xbn
Media Representative Firms in the US industry analysis
The Media Representative Firms industry consists of companies that primarily sell media time for media owners. A shift away from traditional media has led corporations to spend larger portions of their advertising budgets on digital media sources, expediting revenue growth. Industry enterprises have increasingly provided representation for online media sites, although many digital media companies opt to sell their advertising space internally and bypass the need for industry services. While online advertisements tend to be less valuable than advertisements on traditional media due to reduced commissions and revenue, demand from this market has grown exponentially. As digital advertising has grown in popularity, the pandemic led to a simultaneous sharp contraction in print advertising expenditure. Media representative firms' revenue has been increasing at an annualized 2.6% over the past five years and is expected to reach $36.9 billion in 2024, despite a dip of 0.9% in 2024 as profit reaches 13.9%.
Trends and Insights
- Digital advertising continues to outpace traditional media. Print and other traditional media are losing steam as companies shift their ad budgets to online platforms. This digital surge, accelerated by the pandemic, has transformed the media landscape.
- The decline in traditional advertising channels, such as radio and print, has led to growth in digital advertising efforts. Digital media advertising is the fastest-growing segment in this industry and the COVID-19 pandemic has accelerated its growth.
- The distribution of establishments in the Media Representative Firms industry generally follows the dispersion of the general population. States like California and Florida find success as a headquarters to many industry establishments and the Southeast, as the most populous region, houses the most establishments.
- The media representative industry is highly fragmented, with most enterprises being small or non-employers. Over 80% of firms have no employees, while more than 65% of employer firms have fewer than five staff members.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 2.6 % over the past five years, to reach an estimated $36.9bn in 2024.
Trends and Insights
Digital advertising continues to trend at the expense of traditional media
- The rapidly shifting media landscape has forced some companies focusing on print and other traditional media sources to exit the industry. At the expense of traditional print advertisers, demand has turned in favor of online markets, fueling revenue growth within the expanding digital media and advertising space.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to decline over the next five years.
Trends and Insights
Spending on print advertising will continue to structurally decline
- The new media landscape will continue to force traditional media representative firms out of the industry while enabling a limited number of specialized digital media enterprises to enter the industry.
Biggest companies in the Media Representative Firms in the US
| Company | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Cox Enterprises, Inc. | 426.4 | 34.0 | 8.0 | |
Iheartmedia, Inc. | 169.2 | 7.0 | 4.1 |
To view the market share and analysis for all 2 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Advertising space in magazines, Advertising space in newspapers and Advertising time on television. Advertising space in magazines is the largest segment of the Media Representative Firms in the US.
Trends and Insights
AM/FM radio advertising remains durable despite unfavorable demographic changes
- The difference between AM/FM radio and satellite radio is that the former typically covers a relatively small geographic area, whereas satellite radio covers the entire country.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Public Relations Firms in the US
- Media Buying Agencies in the US
Complementors
- Newspaper Publishing in the US
- Magazine & Periodical Publishing in the US
- Radio Broadcasting in the US
- Television Broadcasting in the US
- Advertising Agencies in the US
- Billboard & Outdoor Advertising in the US
International industries
- Global Advertising Agencies
- Advertising Agencies in Canada
- Advertising Agencies in China
Table of Contents
About this industry
Industry definition
Industry firms are independent representatives that sell media time or space for owners of media entities. Operators in this industry are generally the agents between media owners and advertising companies or private corporations seeking advertising spots. Media companies contract media representative firms to promote the benefits of buying advertising space on their media source.
What's included in this industry?
Selling digital media advertising Selling magazine advertising Selling newspaper advertising Selling radio advertisingSelling television advertisingCompanies
Cox Enterprises, Inc.Iheartmedia, Inc.Purchase this report to view all 2 major companies in this industry.
Related Terms
SPOT ADVERTISINGBELOW-THE-LINETRADITIONAL MEDIACIRCULATIONIndustry Code
NAICS 54184 - Media Representative Firms in the US
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Digital advertising continues to outpace traditional media. Print and other traditional media are losing steam as companies shift their ad budgets to online platforms. This d...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
The decline in traditional advertising channels, such as radio and print, has led to growth in digital advertising efforts. Digital media advertising is the fastest-growing s...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
The distribution of establishments in the Media Representative Firms industry generally follows the dispersion of the general population. States like California and Florida f...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each state
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each state in 2024
- Number and share of revenue each state accounts for in 2024
- Number and share of wages each state accounts for in 2024
- Number and share of employees in each state in 2024
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
The media representative industry is highly fragmented, with most enterprises being small or non-employers. Over 80% of firms have no employees, while more than 65% of employ...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
In August, 2021, Cox Enterprises announced that it had purchased agricultural tech company BrightFarms. Cox Enterprises had previously invested in the company in 2020, and th...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Cox Enterprises, Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Iheartmedia, Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
Detailed analysis
- Description and key data for Cox Enterprises, Inc., and factors influencing its performance in the industry
- Description and key data for Iheartmedia, Inc., and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Print advertising expenditure has been on a consistent downward spiral. This has been offset by the emergence of digital advertising, which has enabled total advertising expe...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Digital adoption slashes costs for media firms. Automated ad buying and remote work are making operations more efficient and cheaper, cutting down on unnecessary expenses.
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Industry Multiples (2017-2022)
- Industry Tax Structure (2017-2022)
- Income Statement (2017-2022)
- Balance Sheet (2017-2022)
- Liquidity Ratios (2017-2022)
- Coverage Ratios (2017-2022)
- Leverage Ratios (2017-2022)
- Operating Ratios (2017-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
- US Census Bureau
- US Bureau of Labor Statistics
- US International Trade Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Media Representative Firms in the US industry in United States in 2024?
The market size of the Media Representative Firms in the US industry in United States is $36.9bn in 2024.
How many businesses are there in the Media Representative Firms in the US industry in 2024?
There are 6,572 businesses in the Media Representative Firms in the US industry in United States, which has declined at a CAGR of 1.7 % between 2019 and 2024.
Has the Media Representative Firms in the US industry in United States grown or declined over the past 5 years?
The market size of the Media Representative Firms in the US industry in United States has been growing at a CAGR of 2.6 % between 2019 and 2024.
What is the forecast growth of the Media Representative Firms in the US industry in United States over the next 5 years?
Over the next five years, the Media Representative Firms in the US industry in United States is expected to decline.
What are the biggest companies in the Media Representative Firms in the US market in United States?
The biggest companies operating in the Media Representative Firms market in United States are Cox Enterprises, Inc. and Iheartmedia, Inc.
What does the Media Representative Firms in the US in United States include?
Selling digital media advertising and Selling magazine advertising are part of the Media Representative Firms in the US industry.
Which companies have the highest market share in the Media Representative Firms in the US in United States?
The company holding the most market share in United States is Cox Enterprises, Inc..
How competitive is the Media Representative Firms in the US industry in United States?
The level of competition is high and increasing in the Media Representative Firms in the US industry in United States.
