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.

Industry perspectives on the transition to a multi-currency TV market paper

Industry perspectives on the transition to a multi-currency TV market

The TV market is rapidly changing due to a number of factors which are too numerous to catalogue – spanning from changing consumer preferences to new data sets, distribution channels, monetization approaches and advertising models. TV measurement and currency have also evolved, but at a slower pace, resulting in an incomplete picture of even basic […]

2023 Planned Salary Increase and 2022 Actual Salary Increase Report

This survey focused on helping the industry collect important salary data for planning purposes. It provides 4A’s members with reliable and statistically relevant actual salary increase information for 2022 and planned salary increases for 2023. Participation A total of 149 agencies across 172 agency offices participated this year. Forty-nine agency respondents are network agency (holding […]

4A’s 2023 Planned Salary Increase and 2022 Actual Salary Increase Report

This survey focused on helping the industry collect important salary data for planning purposes. The results of this survey provide 4A’s members with reliable and statistically relevant information regarding actual salary increases in 2022 and planned salary increases for 2023. Participation A total of 149 agencies across 172 agency offices participated this year. Forty-nine agency […]

4A’s 2022 Salary Survey

The 4A’s 2022 Employee Compensation Survey Report (a.k.a. Salary Survey) has been released. The intent of our 2022 Employee Compensation Survey Report (a.k.a. Salary Survey) is to provide the industry with reliable and statistically relevant salary comparables by market.  The study provides information on salaries paid to employees in all size member agencies. Salary data […]

4A’s Guidance Considerations for Working with External Prospecting Resources

New Business is commonly called the ‘life blood’ of an advertising agency, although the strategies and tactics each agency uses to attract new business vary widely. Some agencies focus on relationships with agency search consultants, some on building a solid reputation to help attract inbound inquiries, some on networking events (in-person and virtual), some on […]

RSW/US Agency New Business Report

KEY TAKEAWAYS In 2021, only 28% of agencies said obtaining new business (compared to the previous year) was harder or a lot harder. In 2022, it’s risen to 43%. 32% of agencies said the number of opportunities for new business increased in 2022. In 2021 it was 51%. The top 3 reasons agencies say it’s […]

4A’s 2022 Employee Benefits Overview Survey

As hybrid work becomes the norm, finding and retaining great talent is a major challenge. Agencies are taking a close look at their operations protocols and policies in order to respond to the needs of the workforce. To overcome hiring gridlock and sweeten the pot for existing staff, agencies are focusing their attention on benefit […]