The latest analysis from Jack Honomichl shows that while the rankings of the top 10 market research agencies in the US stayed put in 2012 from 2011, their fortunes varied quite widely. Nielsen remained by far the leader in terms of revenues, at more than $2.6 billion, up 4% year-over-year. After Nielsen, though, Kantar ($929 million; -4.8%), Ipsos ($590 million; -5.5%) and Westat ($491 million; -3.1%) each saw revenue declines from the previous year. The recently-rebranded IRI rounded out the top 5, with revenues increasing by 2.9% to almost half a billion dollars.
As a whole, the research market grew by 1.7% to exceed $9.5 billion, with the top 50 agencies accounting for 91% of those revenues and growing at the same rate. The aggregate of the other 157 Council of American Survey Research Organizations (CASRO) companies recorded a slightly smaller rate of 1.5%.
Some of the biggest movers, in terms of rankings from one year to the next, included:
- Rentrak, jumping from #38 in 2011 to #29 in 2012 on the back of a 44% increase in revenues;
- Affinnova, climbing from #38 to #31, spurred by a 30.9% revenue increase;
- YouGov, moving up from #35 to #32 despite a relatively small revenue increase of 2.2%; and
- Radius Global Market Research, sliding from #31 to #36, with an 8.6% decline in revenues to blame.
While the top 10 names are likely familiar to most marketers, some other well-known outfits hover outside those top rankings, including comScore (#11), J.D. Power & Associates (#13), and Harris Interactive (#17).