Jack Honomichl, who in 1974 was the research beat reporter for Advertising Age, first published the Top 10 Report of U.S. Research Companies in Advertising Age.
The industry and this report have changed and grown substantially in 45 years, but there are many long-established and respected research institutions (some whose names have changed) included in this report that reflect the tradition as well as the transformation of our storied industry.
The total research revenue for the top 50 companies in 2017 was $24.08 billion. More than 46% of that revenue, $11.24 billion, was generated in the U.S. while more than 53%, $12.83 billion, was generated outside the country.