Top four media agency final 2022 ranking — South Africa


The total 2022 billings figure made by the 16 South Africa studied media agencies is USD$0.9-billon (+7% versus 2021). Those include 14 media agency networks and two independent agencies (The MediaShop (TMS) and Meta Media).

Altogether the 16 South African studied media agencies represent 62% of the industry market share. Digital media spending accounts for 36% of the 16 agencies' total media billings.

At the group level, Omnicom Media (OMG) remains a strong leader with 21% industry market share and USD$305-million in billings (+11.3% versus 2021).

GroupM retains the second position (USD$193-million in billings and 13.3% market share) and Dentsu ranks third position (USD$94M in billings and 6.5% industry market share).

Top three media agency groups final 2022 ranking — South Africa

Methodology

Country media agency billings are calculated based on clients whose spend is ≥USD$0.3-millon (top 500 South Africa advertisers). Industry Market Shares are calculated based on the total market studied (USD$1.4-billon in 2022).

Due to the sharp depreciation of the ZAR against the US dollar in 2022, and to reflect the most realistic growth rates year on year, all agency billings figures for 2021 have been restated using the average annual exchange rate 2022, that is x0 0614 (hence an overall devaluation of 9% versus 2021).

To calculate digital media spend (handled by media agencies), COMvergence applies average digital shares per category.

These percentages are revised each year and adjusted according to the agency claims (as long as they are supported by a client statement or a formal letter from the agency CFO certifying the accuracy of the data / information submitted to COMvergence).

Within digital media, the following channels are included:
  • display (including programmatic)
  • online video
  • search, and
  • social.

All client lists have been reviewed and validated by agencies — who also shared detailed information relative to the digital media assignments they handle as well as how much these assignments represent out of their client's total media mix.

The merger between Essence and MediaCom was effective in early 2023. Hence, the two agencies remain studied separately in 2022. The newly formed media agency EssenceMediacom will be assessed as one agency in the 2023 billings tables.

For more information, visit www.comvergance.net. You can also follow COMvergence on Twitter.