Procurement Market Intelligence Report
Television Ad Placement Services
Sourcing Guide & Market Intelligence
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Television Ad Placement Services Global Overview
Definition
Summary
Television ad placement services includes researching, negotiating and placing orders for television ad space and time. Advertising and media agencies are the primary suppliers of these services, while key buyers include retailers and other sellers of goods and services that have a wide target audience.
This Report Includes:
- Television Ad Placement Services
Not in this Report:
- Purchase of Television Advertising Space
- Television Advertisement Production
- Television Placement Services
Global Television Ad Placement Services Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 3,160 |
| #2 South America | 1,330 |
| #3 China | 1,045 |
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2
Geography Drilldown - US
Average Cost of Television Ad Placement Services
United States
2026 Market Pricing$85.00 to $XXX.XX
per hourAverage Price
Prices in the Television Ad Placement Services market range from $85.00 to $XXX.XX, depending on Pricing Structure, Cost of Media, Agency Experience and Contract Length. For example, lower prices are associated with Commission-based model ($0.00 to $350 per hour), whereas higher prices are associated with Performance-based model ($50 to $500 per hour).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Television Ad Placement Services Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Television Ad Placement Services market, prices in the US have grown 2.0% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
United States (2025-2028)
Compound Annual Growth Rate
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Television Ad Placement Services
Total cost of ownership is Low in the Television Ad Placement Services market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Scope Changes may raise the total cost of ownership unexpectedly.
Negotiated Before
Transportation
Billed During
Additional Fees
Unforeseen
Scope Changes
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -1.3 in the United States. Buyer power is most positively impacted by Forecast Price Trend. It is most negatively impacted by Recent Price Volatility. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Medium, which has a negative impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Television Broadcasters
- Media Representative Firms
- Office Supply Stores
2nd
Tier Suppliers
- Television Producers
- Market Research Firms
- Paper Product Manufacturers
Biggest Television Ad Placement Services Suppliers in the US by Revenue
The largest Television Ad Placement Services vendors by revenue in the US are Vivendi, Interpublic Group Of Companies, Inc. and Dentsu Group Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Wpp Plc | Global | London, UK | >10,001 | 15-20 | ||||
| Publicis Groupe SA | Global | Paris, FR | >10,001 | 15-20 | ||||
| Dentsu Group Inc. | Global | Tokyo, JP | >10,001 | 5-10 | ||||
| Omnicom Group Inc. | Global | NEW YORK, NY | >10,000 | 5-10 | ||||
| Accenture Plc | International | DUBLIN | >10,000 | < 5 | ||||
| International Business Machines Corporation | Global | ARMONK | >10,000 | < 5 | ||||
| Interpublic Group Of Companies, Inc. | Global | NEW YORK | >10,000 | < 5 | ||||
| Vivendi | Global | Paris, FR | >10,001 | < 5 | ||||
| MDC Partners Inc. | Global | NEW YORK, NY | >10,000 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Television Ad Placement Services market is 10.2% and rising. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Market share concentration is high in the television ad placement services market making it more difficult to negotiate pricing since the top suppliers do not have to remain as competitive in the market.
Average vendor risk in the television ad placement services market is moderate with high competition, moderate supply chain risk, and a slow pace of regulatory change. Vendors can rely on their long contract lengths to remain financially stable.
Supply chain risk is moderate in the television ad placement services market as they do not require any difficult to procure materials. The moderate level of risk allows suppliers to remain confident and budget costs effectively.
The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises.
Supplier Information
Publicis Groupe SA
Publicis Groupe SA is a public company operating globally in the professional, scientific & technical services and educational services sectors. The company's offerings include marketing consulting services, search engine marketing services, direct mail advertising services, social media management services,... Subscribe to learn more
Wpp Plc
Wpp Plc is a public company operating globally in the information, professional, scientific & technical services and educational services sectors. The company's offerings include online survey software, opinion polling services, marketing consulting services, online market research services, focus group research... Subscribe to learn more
Dentsu Group Inc.
Dentsu Group Inc. is a public company operating globally in the professional, scientific & technical services and other services (except public administration) sectors. The company's offerings include search engine marketing services, party & event planning services, promotion fulfillment services, social... Subscribe to learn more
Omnicom Group Inc.
Omnicom Group Inc. is a holding company providing marketing and sales solutions to global companies. It offers services across media & advertising, including creative services, strategic media planning and buying, performance media, and data analytics services; precision marketing, including digital and direct... Subscribe to learn more
Accenture Plc
Accenture Plc is a public company operating internationally in the mining, information, professional, scientific and technical services and administration, business support and waste management services sectors. The company's offerings include mobile enterprise application platforms, claims management software,... Subscribe to learn more
Empower MediaMarketing Inc.
Empower MediaMarketing Inc. is a private company operating nationally in the professional, scientific & technical services sector. The company's offerings include television ad placement services. Founded in 1985, the company is currently headquartered in Cincinnati, Ohio, United States of America with an... Subscribe to learn more
Horizon Media Inc.
Horizon Media Inc. is a private company operating internationally in the professional, scientific & technical services sector. The company's offerings include media placement & fulfillment services and television ad placement services. Founded in 1991, the company is currently headquartered in New York City,... Subscribe to learn more
International Business Machines Corporation
International Business Machines Corporation (IBM) is a global integrated computer technology, hardware, software, and services provider. It organizes its business into four segments: Software segment, which provides software solutions for a hybrid cloud platform, data and artificial intelligence, automation,... Subscribe to learn more
Interpublic Group Of Companies, Inc.
The Interpublic Group of Companies, Inc. is a global marketing, communications, and business transformation services provider under various brands. It specializes in insights, data, media, creative and production, digital commerce, healthcare marketing, and communications. It serves digital commerce, retail... Subscribe to learn more
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Procurement Management KPIs for the Television Ad Placement Services Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Resolution Time and Critical Bugs. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Response Time and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Average Resolution Time |
|
Length of time from query to solution Number of times that resolutions are not met |
Vendors should be measured on their ability to quickly resolve issues. The resolution time will drastically affect a buyer's relationship with their customers. |
| Critical Bugs |
|
Number of flagged system bugs Severity of system bugs |
Critical bugs can result in inefficient work or downtime. Bugs in the system will jeopardize a buyer's reputation. |
|
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Qualifications
Does your agency have other locations? If so, where?
From where does your company acquire TV ratings? Nielsen, or another source?
Experience and Expertise
How many years has your agency been in operation?
Have you received any awards during the past three years?
Financing
How do you handle commissions from media companies?
What proportion of your revenue comes from your TV ad placement activity?
The ultimate prep for procurement negotations
View all 25 negotiation questions for this category when you subscribe.
Television Ad Placement Services RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should provide a brief description of their organization, including the size, operating sector and operating location.
Buyers should include the name, position, phone number and any other applicable contact information for the individual which prospective vendors should direct queries.
Statement Of Need
Buyers should disclose the length of the contract they require for television ad placement services.
Buyers should indicate the number of advertisement places they require.
Project Budget
Buyers should disclose their entire budget for television ad placement services.
Buyers should specify the type of pricing model they prefer, such as a commission- of fee-based model.
The RFP process made easy
Find out how you can access RFP templates for 800+ procurement categories to start writing better, more consistent RFPs.
We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
