Mumbai: COMvergence, the independent research and data consultancy specializing in media spend analysis and benchmarking, has released its 2024 Billings and Market Share Report for India, highlighting the evolving dominance of media groups and the growing share of digital.
For the Indian market, COMvergence studied a total media spend of $16 billion across twenty agency networks and two independents in 2024. Of this, $6.8 billion was attributed to digital, with digital contributing to an average 52% of total billings across agencies—highlighting the continued shift of advertising dollars to digital platforms.
India Rankings: WPP Media Leads with Massive Margin
At the group level, WPP Media (formerly GroupM) emerged as the clear leader with $6.6 billion in billings, followed by IPG Mediabrands at $2.0 billion, and Publicis Media at $1.7 billion.
On the individual agency front, WPP agencies dominated the leaderboard:
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Mindshare led with $2.6 billion in billings
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Wavemaker followed at $1.8 billion
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EssenceMediacom closely trailed at $1.7 billion
Outside the WPP umbrella, Lodestar UM secured $1.0 billion in billings, while independent player Madison Media held a strong position with $970 million.
Global View: WPP Media, OMD, and EssenceMediacom Shine
Globally, WPP Media retained its top rank with $64.6 billion in billings, followed by Publicis Media at $54.7 billion and Omnicom Media Group at $45.6 billion. These top three players accounted for 71% of total billings among the global “Big 6” agency holding groups.
At the individual agency level:
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OMD (Omnicom) led globally with $26.3 billion
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EssenceMediacom (WPP) ranked second at $24.6 billion
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Mindshare (WPP) came in third with $21.9 billion
The report underscores the accelerating pivot to digital in the Indian media landscape, as digital spending now constitutes over half of agency billings. With WPP agencies sweeping the top three spots in India and showing strong performance globally, the report also reflects increasing consolidation and scale advantages among top holding groups.
As advertisers look for integrated, data-driven, and ROI-focused solutions, agency networks with diversified capabilities across digital, content, and media are poised to maintain their leadership—and grow their share—in a rapidly evolving market.
