Industry Statistics and Trends
Market size and recent performance (2013-2028)
Industry revenue has grown at a CAGR of 2.8 % over the past five years, to reach an estimated $3.0bn in 2023.
Trends and Insights
Advertising and market research firms have expanded despite weak business confidence
- Deteriorating business confidence has adversely impacted the industry. Many businesses have felt less confident about the economy and their operating conditions, causing them to reduce their advertising and market research budgets.
- Additional trends and insights available with purchase
Source: Alfabank-Adres
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
The increasing popularity of online advertising campaigns will present opportunities and threats
- Businesses with limited advertising budgets will direct their spending to search engines and social media platforms like Google and Facebook, which offer targeted advertising at a low price.
Biggest companies in the Advertising and Market Research Services in New Zealand
| Company | Market Share (%)
2024 | Revenue ($m)
2024 |
|---|---|---|
WPP AUNZ | 104.9 |
To view the market share and analysis for all 1 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: Alfabank-Adres
Industry revenue is measured across several distinct product and services lines, including Online advertising campaigns, Broadcast advertising campaigns and services and Print advertising campaigns and services. Online advertising campaigns is the largest segment of the Advertising and Market Research Services in New Zealand.
Trends and Insights
Shifts in media consumption patterns have supported online advertising campaigns
- Online advertising includes below-the-line advertising methods like targeted emailing, coupons and competitions and above-the-line advertising on websites and apps. It also includes through-the-line advertising, with newspaper, television and other traditional media advertising referring consumers to websites.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
Industry firms provide a range of advertising or market research products and services to clients. These services include creating advertising campaigns and materials; being involved in media buying and planning activities; providing market research services; and supplying statistical services. The industry excludes sales of advertising space in publications or broadcasts owned by the same firm.
What's included in this industry?
Online advertising campaignsBroadcast advertising campaigns and servicesPrint advertising campaigns and servicesNon-mainstream media campaigns and media buying servicesMarket research servicesStatistical servicesCompanies
WPP AUNZPurchase this report to view all 1 major companies in this industry.
Related Terms
DIGITAL DISRUPTIONBELOW-THE-LINEABOVE-THE-LINETHROUGH-THE-LINEIndustry Code
ANZSIC 6940 - Advertising and Market Research Services in New Zealand
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Businesses have switched out their demand for traditional advertising in favour of online advertising. This trend has substantially influenced the service splits of the indus...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2013-2022) and forecast (2023-2028)
- Employees, including historical (2013-2022) and forecast (2023-2028)
- Businesses, including historical (2013-2022) and forecast (2023-2028)
- Profit, including historical (2013-2023)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
There have been major shifts in media consumption patterns, with digital media gaining massive popularity. This trend has surged demand for online advertising.
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2023
- Product innovation level
Charts
- Products & services segmentation in 2023
- Major market segmentation in 2023
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Nearly 60% of industry establishments are located in Auckland. This reflects the substantial concentration of industry clients in the region.
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2023
Tables
- Number and share of establishments in each region in 2023
- Number and share of revenue each region accounts for in 2023
- Number and share of wages each region accounts for in 2023
- Number and share of employees in each region in 2023
Detailed analysis
- Geographic spread of the industry across Asia Pacific, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Competition is high as many businesses operate in the industry. This trend has meant that industry businesses face significant pressure to either limit price increases or dro...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2018-2023
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
The industry has only one player accounting for more than 5% of industry revenue, which is Statistics New Zealand. Stats NZ is responsible for undertaking census surveys, whi...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2019 through 2023
- Major companies in the industry, including market share, revenue, profit and profit margin in 2023
- Overview of WPP AUNZ's performance by revenue, market share and profit margin from 2017 through 2023
Detailed analysis
- Description and key data for WPP AUNZ, and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
The industry is lightly regulated and mainly focuses on self-regulation. However, some industry bodies have issued codes of conduct that industry businesses are required to f...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2013-2028)
- Assistance historical data and forecast (2013-2028)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The increasing use of technology has allowed industry businesses to take on more projects and complete them with lower costs. This trend has boosted industry profit margins.
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2013-2028)
- Revenue per Employee (2013-2028)
- Revenue per Enterprise (2013-2028)
- Employees per Establishment (2013-2028)
- Employees per Enterprise (2013-2028)
- Average Wage (2013-2028)
- Wages/Revenue (2013-2028)
- Establishments per Enterprise (2013-2028)
- IVA/Revenue (2013-2028)
- Imports/Demand (2013-2028)
- Exports/Revenue (2013-2028)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2013-2028)
- IVA (2013-2028)
- Establishments (2013-2028)
- Enterprises (2013-2028)
- Employment (2013-2028)
- Exports (2013-2028)
- Imports (2013-2028)
- Wages (2013-2028)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Advertising and Market Research Services industry in New Zealand in 2024?
The market size of the Advertising and Market Research Services industry in New Zealand is $3.0bn in 2024.
How many businesses are there in the Advertising and Market Research Services in New Zealand industry in 2023?
There are 1,949 businesses in the Advertising and Market Research Services industry in New Zealand, which has declined at a CAGR of 0.1 % between 2018 and 2023.
Has the Advertising and Market Research Services industry in New Zealand grown or declined over the past 5 years?
The market size of the Advertising and Market Research Services industry in New Zealand has been growing at a CAGR of 2.8 % between 2018 and 2023.
What is the forecast growth of the Advertising and Market Research Services industry in New Zealand over the next 5 years?
Over the next five years, the Advertising and Market Research Services industry in New Zealand is expected to grow.
What are the biggest companies in the Advertising and Market Research Services market in New Zealand?
The biggest company operating in the Advertising and Market Research Services market in New Zealand is WPP AUNZ
What does the Advertising and Market Research Services in New Zealand include?
Online advertising campaigns and Broadcast advertising campaigns and services are part of the Advertising and Market Research Services industry.
Which companies have the highest market share in the Advertising and Market Research Services in New Zealand?
The company holding the most market share in New Zealand is WPP AUNZ.
How competitive is the Advertising and Market Research Services industry in New Zealand?
The level of competition is high and increasing in the Advertising and Market Research Services industry in New Zealand.
Related Industries
Widen your competitive advantage with related industries
Competitors
- There are no industries to display.
Complementors
- Newspaper Publishing in New Zealand
- Scientific Research Services in New Zealand
- Radio Broadcasting in New Zealand
- Magazine and Book Publishing in New Zealand
International industries
- Global Advertising Agencies
- Advertising Agencies in the US
- Media Buying Agencies in the US
- Direct Mail Advertising in the US
- Market Research in the US
View all industries in New Zealand
Methodology
How are Alfabank-Adres reports created?
Alfabank-Adres has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for Alfabank-Adres readers. Finally, each report is reviewed by one of Alfabank-Adres’s editors, who provide quality assurance to ensure accuracy and readability.
Alfabank-Adres relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do Alfabank-Adres analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in New Zealand include:
- Statistics New Zealand
- New Zealand Company Register
- Ministry of Business, Innovation & Employment
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, Alfabank-Adres’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does Alfabank-Adres forecast its data?
Alfabank-Adres’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
Alfabank-Adres prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
