Use our industry guide to find key background information, market research, import and export guidelines, statistics, legislation, trade bodies and trade publications.
The Business & Industry Guides series is produced by the Library & Information Service for ICAEW members and ACA students.
We can compile tailored key players reports, mailing lists, market reports, benchmarking reports and industry news. Our enquiry team can also research other industry-specific information, such as taxation, for you. Call us on +44 (0)20 7920 8620 or email firstname.lastname@example.org.
Trends and forecasts
The library provides full access to articles from leading business, finance and management journals.
Market research reports focusing on this business sector are available from a number of market research specialists. In most cases these reports are available to fee-paying subscribers or on a pay-as-you-go basis.
Industry profiles and SWOT analyses
Industry profiles give an overview of market size in different countries or regions, the competitive landscape and provide a forecast of market performance. These profiles are available for ICAEW members and ACA students through the Library & Information Service.
If you’re looking for industry profiles for regions or countries not listed above, please contact the Library on +44 (0)20 7920 8620 or email email@example.com.
SWOT analyses examining the strengths, weaknesses, opportunities and threats for major companies operating in this sector are available.
If you experience any problems accessing these resources, please see our online resources troubleshooting FAQ.
Other market research specialists
Some free information is available from the following market research specialists, ranging from industry news to executive summaries of the reports.
A full listing of reference products and research reports for the business services industry (including reports covering advertising) from Euromonitor, with a range of global, country and company level reports. Each report provides a contents listing and a useful executive summary reporting on the key trends in each country report.
Business and industry research specialists offering reports on a wide range of sectors, including advertising agencies. Report snapshots, table of contents and a sample report are available. The company also produces global industry research reports.
Report from Mintel covering the UK digital advertising market. The website includes a summary and the option to view a contents listing.
Need to find the latest news on this industry sector? We can carry out industry news searches using a range of trade titles and general business sources through our databases. To discuss your requirements, please contact the enquiry team on +44 (0)20 7920 8620 or at firstname.lastname@example.org.
Statistics on the UK
The Advertising Association/Warc
The Advertising Association and Warc perform quarterly Expenditure Report surveys and compile adspend data by sector, which is available by subscription. Headline figures are given in quarterly press releases.
The magazine Campaign produces a number of annual agency league tables, including:
- top 100 creative agencies
- top 50 media agencies
- top 30 regional advertising agencies.
Office for National Statistics
The Annual Business Survey (ABS) from the Office for National Statistics collects financial information covering UK production, construction, distribution and service industries. Statistics available include:
- number of enterprises;
- total turnover;
- approximate gross value added at basic prices;
- total purchases of goods, materials and services;
- total employment – average during the year;
- total employment costs;
- total net capital expenditure;
- total net capital expenditure – acquisitions;
- total net capital expenditure – disposals;
- total stocks and work in progress – value at end of year;
- total stocks and work in progress – value at beginning of year;
- total stocks and work in progress – increase during year.
The dataset Non-financial business economy, UK: Sections A to S includes statistics for:
- Advertising agencies (73.11)
See Section M: Professional, scientific and technical activities
Statistics on Europe
Eurostat, the EU statistics hub, collates detailed Structural Business Statistics giving the latest figures for industry, construction, trade and services by sector and country. The indicators available include:
- number of enterprises
- turnover or gross premiums written
- production value
- value added at factor cost
- gross operating surplus
- wages and salaries
- social security costs
- gross investment in tangible goods
- gross investment in land
- gross investment in existing buildings and structures
- gross investment in construction and alteration of buildings
- gross investment in machinery and equipment
- number of employees
- number of persons employed per enterprise.
Statistics within the database are available for:
- Advertising agencies (M7311)
See database section ‘SBS – services’
Statistics on the Americas
American Association of Advertising Agencies
The American Association of Advertising Agencies collates agency statistics covering the number and location of advertising agencies in the US and data on employment, including women in the workforce. (Available to members only)
Average employment costs within this sector are available from Table 14 of the Office for National Statistics publication Annual Survey of Hours and Earnings (ASHE). Average employment costs are provided for full-time employees, part-time employees and all employees.
The data includes average employment costs for advertising and public relations managers.
Please see individual country profile pages for links to sources of national statistics.
Legislation and regulation
UK Advertising Codes
The Committee of Advertising Practice provides The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing and The UK Code of Broadcast Advertising, with links to relevant legislation affecting advertising.
UK key players, ratios and trends
We can produce reports on this sector using selected information from the FAME company database. Reports are available for:
- Advertising agencies – UK SIC (2007) Code 7311
Summaries of the three types of report we can produce are given below. You can find further information, a sample report, pricing details and an online order form on our industry sector reports page.
We also operate a bespoke reports service with results tailored to your specifications. Please contact our enquiry team on +44 (0)20 7920 8620 or at email@example.com to discuss your requirements.
Key players report
Our key players report looks at the top companies (by turnover) in any one of the segments within this sector. Reports usually include the top 100 companies but in more specialised sectors with fewer than 100 companies we show all companies with disclosed figures. The reports provide data on 11 comparative fields for the last available year, including:
- profit margins;
- returns on shareholder funds;
- solvency ratios
- number of employees.
Our reports enable easy comparison of the top companies in this sector against each other and against the sector median, average and standard deviation in each of the 11 fields.
A separate mailing list report is also available with address and contact details for the top companies in any of the segments within this sector.
Our market reports look at the aggregated data for the top companies (by turnover) for any of the segments within this sector across all the fields usually found in a company report. The reports include data for the last 10 years* and enables easy comparison of trends for the whole sector. Reports usually include the top 100 companies but in more specialised sectors with fewer than 100 companies we show all companies with disclosed figures.
*Please note the number of companies for which data is aggregated will vary for any given year.
The market reports include sections on:
- key financials and employees;
- profit and loss account;
- balance sheet;
- cash flow statement;
- financial ratios;
- financial trends and changes;
- profitability trends and changes.
We offer benchmarking reports that can be used to inform your own business strategy or help you identify value-added services to offer to your clients.
Contact the enquiry team directly on +44 (0)20 7920 8620 or at firstname.lastname@example.org for a report tailored to your own specific requirements.
Annual report providing the latest transaction multiples broken down by industry. Each section includes a summary of recent deals with EBITDA, average transaction size and expert analysis of current trends within each industry.
Advertising and marketing is grouped under 'consumer discretionary' but has its own transaction multiples and analysis.
ICAEW members, ACA students and Forensic/Valuation Group subscribers can download an overview of the report with headline industry multiples. Information on individual deals can be supplied by the Library on request.
Trade journals and publications
Trade journals, B2B magazines and specialist consumer magazines are another useful source of news and statistics.
The websites of trade bodies in this sector are a useful source of industry overviews, contacts and statistics.
- Account Planning Group (APG)
- Advertising Association (AA)
- Association of B2B Agencies (ABBA)
- Institute of Practitioners in Advertising (IPA)
- Internet Advertising Bureau (IAB)
- European Advertising Standards Alliance (EASA)
- European Association of Communications Agencies (EACA)
- American Association of Advertising Agencies (4A's)
- Association of Canadian Advertisers (ACA)
- Association of National Advertisers (ANA) (US)
- Associação Brasileira de Anunciantes
- Caribbean Advertising Federation
- Advertising Association of Thailand
- China Association of National Advertisers (CANA)
- Indian Society of Advertisers (ISA)
- Japan Advertisers Association (JAA)
- Malaysian Advertisers Association (MAA)
- Philippine Association of National Advertisers (PANA)
- Association of New Zealand Advertisers (ANZA)
- Australian Association of National Advertisers (AANA)
- Communications Council (Australia)
Advertising industry guide: British Library
British Library industry guides provide listings of resources for industry-specific information, including print directories and materials held by the British Library.
Contact the British Library Business and IP Centre for more information.
Articles and books in the Library collection
To find out how you can borrow books from the Library please see our guide to book loans.
You can obtain copies of articles or extracts of books and reports by post or email through our document supply service.
Can't find what you're looking for?
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