4A's Surveys and Reports

The 4A’s strives to support your business and operational requirements, and to identify opportunities to reinforce the dynamics of a strong agency/marketer relationship. One way we deliver this is through the creation, design, and development of benchmarking studies to provide invaluable insight and data.

A complete list of our recent surveys is provided below as well as what’s in development this year. The list provides links to learn more of each completed study as well as the opportunity to request copies of each report and access to the digital dashboard where available. Please note that access to 4A’s survey data may be limited to specific individuals/roles in the agency.

Thank you for your continued support and participation in sharing data to ensure the surveys are substantive, informative, and, most importantly, timely.

Surveys and Member Information Exchanges (MIEs)

Major-Market Surveys – 2024

Name: Practice Area: Month of Release: Completion Status:
Analysis of Agency Costs Finance In Development In the Field
Media Compensation Survey Finance In Development In Development
Employee Compensation Survey HR In Development In Development
Employee Benefits Overview HR In Development In Development
2025 Planned and 2024 Actual Salary Increases Finance In Development In Development

Major-Market Surveys – 2023

Name: Practice Area: Month of Release: Completion Status:
New Business Activities & Resources New Business Feb 2023 Completed
Diversity Survey Human Resources June 2023 Completed
Billing Rate Benchmark Survey (a.k.a LBR) Finance October 2023 Completed
2023 Employee Compensation (a.k.a Salary Survey) Agency Management November 2023 Completed
2024 Planned & 2023 Actual Salary Increases Agency Management December 2023 Completed

Major-Market Surveys – 2022

Name: Practice Area: Month of Release: Completion Status:
2023 Planned & 2022 Actual Salary Increases Finance Dec 2022 Completed
2022 Employee Compensation (a.k.a. Salary Survey) Agency Management Nov 2022 Completed
2022 Employee
Benefits Overview
Human Resources July 2022 Completed

Major-Market Surveys – 2021

Name: Practice Area: Month of Release (2021): Completion Status:
Training within 4A’s Member Agencies* Human Resources April 2021  Completed
Labor Billing Rates  Finance  August 2021  Completed
Health Plans within 4A’s Member Agencies*  Human Resources October 2021  Completed
Return to Office Agency Management  November 2021  Completed
Employee Compensation (Salary)  Human Resources  November 2021 Completed
Planned Salary Increases for 2022 and Actual Increase 2021* Finance December 2021  Completed
Diversity in Agencies* Human Resources December 2021  Completed

*For those surveys with no links provided, please contact Helen Miranda for further information.

Major-Market Surveys – 2020

Name: Practice Area: Month of Release (2020): Completion Status:
Employee Benefits Overview Human Resources March Completed
 Analysis of Agency Costs  Finance  June  Completed
 Employee Compensation (Salary)  Human Resources  November  Completed
 Management Benchmarks  Finance  December  Completed
Diversity Survey Human Resources September Completed
 Return to Office  Agency Mgt.  September  Completed
 Agency Growth Agency Mgt.  September  Completed
 Organizational Design  Agency Mgt.  October  Completed

 

Member Information Exchanges (MIEs)

MIEs are quick-turnaround surveys/polls that are typically initiated at the request of 4A’s members on topics of interest. Each MIE consists of a limited number of questions and are designed to provide a response to members within a 2-week period.

 

To purchase archived survey reports from past years,
please contact Helen Miranda.

VML’s Trailblazers of Tomorrow Report

Digital natives are not digitally exclusive, as Gen Alphas enjoy the in-store shopping experience just as much as online   US. 27th February 2024: Assumptions about Generation Alpha (6-16 year-olds) may need to be upended as research finds these digital natives are far from digitally exclusive, with the vast majority enjoying shopping in-store (78%) almost […]

Super Bowl 2024 | The Game, The Ads, The Post-Game Actions

Find out the top 2024 Super Bowl ads and why, according to 4A’s Research annual Super Bowl Survey.

2024 Planned Salary Increase and 2023 Actual Salary Increase Report

This 2023 4A’s survey report offers insights into salary increases paid to employees across all size member agencies. The data was collected between October and November of 2023, aiming to provide members with reliable and industry-relevant information on salary increase information for 2023 and planned salary increases for 2024. Additionally, the report provides comparisons where […]

4A’s 2023 Salary Survey

The 4A’s 2023 Employee Compensation Survey Report (a.k.a. Salary Survey) is now available. Request to Purchase PDF Report + Digital Dashboard ($875) Request to Purchase PDF Report Only ($675) This 2023 Employee Compensation Survey Report provides 4A’s member agencies reliable and statistically relevant salary comparables by market. The study reports information on base salaries and […]

4A’s 2023 Billing Rate Benchmark Survey Report – Now available!

  We are excited to share that the 4A’s 2023 Billing Rate Benchmark (aka Labor Billing Rate) Survey Report, which covers 2023 hourly billing rates is now available. As the demand for hourly billing rate information from our members, marketers, and industry advisors persists, it is important to continue to provide access to this essential data […]

Summary: The GARM Aggregated Measurement Report

GARM recently published Volume 5 of the GARM Aggregated Measurement Report on platform transparency, which aims to help marketers and agencies address investment considerations around content safety. The four core questions the report examines are: How safe is the platform for consumers? How safe is the platform for advertisers? How effective is the platform in […]

2023 Diversity in Agencies Survey Report

Now Available! 4A’s 2023 Diversity in Agencies Survey Report   The 4A’s continues to advocate for the business imperative of diversity, equity, inclusion and belonging within the industry. While we’ve seen progress in some areas, we know that remaining steadfast and accountable to DEIB commitments helps us continue to take meaningful action towards creating sustainable […]