Media billings rankings for 2025 show WPP leading, with Publicis Media posting the largest annual growth. Omnicom’s OMD remains the top agency. Digital billings continue to rise across major groups.
Media and publishing professionals tracking global ad spend saw WPP maintain its lead in 2025, with stable billings of $63.9 billion, according to COMvergence’s latest Global Billings and Market Share Report. Despite holding the top position, WPP’s market share slipped from 14.2% in 2024 to 13% last year, reflecting increased competition among the largest holding groups.
Publicis Media climbed to second place with $62.4 billion in billings, marking the largest year-over-year increase at 12.8%. The group also captured a 13% share of total industry billings, matching WPP’s market share for the year. Omnicom Media Group ranked third, reporting $48.5 billion in billings and a 10% market share. Notably, these figures do not include IPG’s Mediabrands, which joined Omnicom in December. If combined for the full year, Omnicom would have led the rankings with $75.6 billion and a 15.8% share, according to the report.
At the agency level, Omnicom’s OMD retained its position as the world’s largest media agency, with $26.9 billion in billings, up 1.7%. EssenceMediacom followed with $23.3 billion, down 3.9%, while Mindshare placed third at $20.5 billion. Among the top 15 agency networks, Publicis Media’s Zenith and Starcom posted the fastest growth rates, increasing billings by 11.4% and 9.5% respectively.
The report found that the combined billings managed by the Big 6 holding companies and major independent agencies reached $265 billion in 2025, a 1.7% increase from 2024. These tracked billings represent 55% of global media expenditures, which COMvergence estimates at $478 billion, up 4.6% year-over-year.
Independent media agencies accounted for $32 billion in 2025 billings, or about 12% of the global total. Horizon Media led independents with $7.4 billion, representing 23% of all independent agency billings. Local Planet reported $14 billion, and Mediaplus generated $3.2 billion in billings for the year.
Digital media continued to expand, making up 57% of global media billings among the Big 6 and major independents, totaling $151 billion-a 9% increase over 2024. This shift underscores the ongoing growth of digital channels in media buying strategies.
For those interested in regulatory developments affecting major platforms, the UK’s competition authority recently required Google to adjust its search ranking practices, aiming for greater transparency and fairness for publishers and businesses. Details on this regulatory action can be found in this coverage of the UK regulator’s order on Google search rankings.
