COMvergence, an independent research and data consultancy, has released its annual Billings and Market Share Report for India, covering the full calendar year 2024.
The report shows that the total media market studied in India was valued at $16 billion, including twenty agency networks and two independent agencies. Digital media accounted for $6.8 billion in spend, with an average digital share of 52% across agencies.
WPP Media (formerly GroupM) led the media agency groups in India with billings of $6.6 billion. IPG Mediabrands followed with $2.0 billion, while Publicis Media recorded $1.7 billion in billings.
Among individual media agencies, WPP Media agencies held the top three positions. Mindshare reported $2.6 billion in billings, followed by Wavemaker at $1.8 billion and EssenceMediacom at $1.7 billion. Lodestar UM recorded $1.0 billion, and Madison Media registered $970 million in total billings.
Global Rankings
Globally, WPP Media retained the top position among holding groups with billings of $64.6 billion. Publicis Media followed at $54.7 billion, and Omnicom Media Group stood at $45.6 billion. These three groups collectively accounted for 71% of total billings among the Big 6 globally.
At the agency level, OMD led with billings of $26.3 billion. EssenceMediacom ranked second with $24.6 billion, and Mindshare was third at $21.9 billion.
