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Dana Stanley
Greenbook’s Chief Revenue Officer
Categories
June 17, 2010
The 2009 Honomichl Top 50 Report
America’s top 50 research firms saw domestic revenues fall 3.5% to $8.61bn in 2009. 2009 non-US research revenue at $9.47bn represented 52.4% of the total generated, and was also down on the figure two years earlier ($9.81bn).
The Honomichl Top 50, published by the American Marketing Association magazine, Marketing News, is out. The headline is that America’s top 50 research firms saw domestic revenues fall 3.5% to $8.61bn in 2009. This compares with a 1.6% increase to $8.98bn in 2008. 2009 non-US research revenue at $9.47bn represented 52.4% of the total generated, and was also down on the figure two years earlier ($9.81bn).
The bad news: Revenue at Bellomy Research plummeted 25.7% to $12.4m, while at Harris Interactive – pending the effect of a series of recovery initiatives – revenue dropped 24.0% to $100.1m. Burke Inc. also saw a 23.4% decline in revenue to $38.9m.
The good news: high revenue growth was seen at online customer community developer Communispace (up 18.0% to $34.7m), and multi-screen measurement specialist Rentrak (up 22% to $14.4m), which yesterday reported a 91% drop in fourth-quarter profit.
What jumps out at me is that growth occurred in non-traditional and syndicated product suppliers. That should be a strong signal to the industry about the direction we should head in, right?
US revenue for the top 10 US agencies was:
| US Rank | Organization | US Research Revenues($ millions) | % change from 2008 |
| 1 | Nielsen | 2,298.0 | 3.0 |
| 2 | Kantar | 850.9 | -10.4 |
| 3 | IMS Health | 801.1 | -5.9 |
| 4 | Westat | 502.4 | 7.0 |
| 5 | SymphonyIRI Group | 441.7 | -0.7 |
| 6 | Arbitron | 379.1 | 4.0 |
| 7 | Ipsos | 288.8 | -7.3 |
| 8 | GfK USA | 288.5 | -11.7 |
| 9 | Synovate | 214.5 | -12.4 |
| 10 | J.D. Power and Associates | 164.4 | -13.7 |
Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures
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