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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 a glance
■

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 the No. 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 Turned Negative
■ % 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 1988 1992 1997 1991

2006

2008

2005

2003

2002

2007

YEAR

2001

-3%

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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 nonresearch