Honomichl

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honomichltop50

{ exclusive feature }

2009 HONOMICHL

TOP
 Top 50 Non-U.S. Revenues
$18,749 $17,638 $15,640 $14,385 $13,306 $11,496 $9,000

WHERE’S THE

GROWTH?
While Actual Research Sales Rose
TOTAL TOP 50 WORLDWIDE REVENUES

 Top 50 U.S. Revenues
2008 2007 2006 2005

YEAR

2004 2003 2002 2001

5
BY JACK HONOMICHL

marketingnews

06.30.09

The Top 50 at aglance


24 companies had lower annual revenue or gains smaller than 2008’s rate of inflation 8 companies made one or more acquisitions



■ ■

13 companies were acquired 32 companies reported revenue from abroad



$10.6 billion, or 54% of total revenue, came from outside the United States Nielsen saw 51% of its revenue, $2.3 billion, come from abroad Kantar Group buying TNS was theNo. 1 deal of 2008



$8,318

honomichl top 50

0

$2,500

$5,000

$7,500

$10,000

$12,500

$15,000

$17,500

$20,000



REVENUES

NUMBER OF FIRMS

50
opinion research services within the United States was up 1.6% in 2008 from 2007, but a er adjustment for in ation, “real growth” was -2.2%, the rst such downturn in more than 20 years.
Real Spending TurnedNegative
■ % REVENUE GROWTH YEAR TO YEAR RIGHT SCALE ■ NUMBER OF RESEARCH FIRMS LEFT SCALE

13

marketingnews

Spending for marketing/advertising/public

06.30.09

REPORT
■ % REAL GROWTH (AFTER ADJUSTMENT FOR INFLATION) RIGHT SCALE

15%

200

12%

150

9%

GROWTH RATE

6%

100

3% 50 0%

honomichl top 50

2000

2004

0 1990 1994 1996 1999 1998 1989 1995 1993 19881992 1997 1991

2006

2008

2005

2003

2002

2007

YEAR

2001

-3%

14

honomichltop50

{ exclusive feature }

06.30.09

marketingnews

This analysis is based on input from 196 for-profit research organizations operating in the United States.*
IN TOTO, THESE 196 organizations had U.S.-only revenues of $8.9 billion in 2008. Some of this revenue was from nonresearchactivities, but that was screened out as much as possible. In addition, arti cial revenue growth resulting from M&A activity was screened out as much as possible so as not to hype growth rates. is was accomplished by including the revenue of an acquired rm entirely for the base year and 2008, or leaving it out entirely. To arrive at the so-called “real growth,” the Consumer Price Index for AllUrban Consumers as computed by the Commerce Department was used. For 2008, it was 3.8%. A er making these adjustments to the raw data, the major nding from this, my 36th annual analysis of industry growth prepared exclusively for Marketing News, was that 2008 was a downer year. is should be no surprise given the economic woes during the year, especially the second half. at trend does not bode wellfor revenue levels in 2009, and early indicators suggest that they probably will be grim. nue or their revenue gain did not exceed the in ation rate. Of special interest every year is the performance of the very largest rms because they weigh so heavily in total revenue calculations. For instance, in 2008 the ve largest rms, in toto, accounted for 55% of the 196- rm total revenues of $8.9 billion.And, in 2008, all ve were down in terms of “real” growth (a er screening out revenue acquired via acquisitions). is was debilitating. ese losses, in dollar amounts, simply overwhelmed the large increases made by many of the smaller rm, such as Public Opinion Strategies (No. 32), which bene ted from the extraordinary amount of money spent on political polling in 2008. Of the Top 50 rms, eight madeone or more acquisitions of U.S. market research rms in 2008, for a total of 13 acquisitions. Most notable was the acquisition of TNS, No. 6 on the 2007 list, by the Kantar Group (and parent company WPP), now No. 2 on the 2008 list. Of these 13 acquisitions, seven were made by three of the largest rms: Nielsen, IMS and Kantar. While these acquired revenues were included in rm totals, as noted...
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