4As 2025 Billing Rate Benchmark Survey: Agency Hourly Billing Rates

As the advertising industry continues to evolve, it is increasingly apparent that a shift in compensation models is necessary. While the 4As advocates for change and strongly encourages advertisers and agencies to actively embrace experimentation with alternative compensation models, the demand for hourly billing rate information from our members, marketers, and industry advisors persists. Therefore, it is equally vital that we continue to provide access to this essential data to support our members while alternative compensation methods are adopted.

The 4As 2025 Billing Rate Benchmark Survey Report (formerly “Labor Billing Rate”) serves as a reliable framework for both agencies and advertisers when establishing benchmarks and pricing. This data, coupled with best practice guidance, provides stakeholders with a sound mechanism for discussing pricing. It also enables agencies and clients to focus on what matters most: aligning deliverables, service expectations, and outcomes with the advertiser’s goals.

About the 4As 2025 Billing Rate Benchmark Report

The 4As 2025 Billing Rate Benchmark Report represents a broad view of the industry across six geographic regions and a mix of network (52%) and independent (48%) agencies. Survey data includes:

• 163 offices across 239 agency offices
• 69 new job titles and two new departments (General Executives and Medical/Healthcare)
• 36,000+ data points (a 6.2% increase year-over-year) spanning 886 rate cards, 238 positions, and 17 departments—segmented by five agency sizes and six geographic regions.
• 1,400+ blended rate data points, including overall, tiered, and departmental views

Why the 4As Billing Rate Benchmark Survey Matters

Rate-based pricing remains the predominant form of compensation in the advertising industry. Yet, agencies are under constant pressure to defend their rates as reasonable, competitive, and fair. Without trusted data, conversations between agencies, clients, and consultants often lack a credible benchmark.

The 4As Billing Rate Benchmark Survey fills this gap. Drawing from a broad industry data set, the report provides:

• Hourly billing rate benchmarks for key service functions across agency types.
• Comparisons by scale and geography—offering clear insights into how rates differ by agency size and location.
• Credible reference points agencies can use to validate and support billing discussions with clients.
• A resource that goes beyond what individual clients or consultants can typically access, offering the breadth and scale of industry-wide data in one place.

Average hourly billing rates remain the most widely used methodology for benchmarking services, making this report an indispensable tool for negotiations, planning, and long-term pricing strategies.

Ordering Information

The Digital Dashboard tool and survey report are available for purchase by clicking the links below.

Participating members receive a complimentary copy.

The cost for 4As agency members that did not participate in the study and for CHC members is $675 for the PDF Report and $899 for the PDF Report + Digital Dashboard access.

Request to Purchase – PDF Report Only (available only to 4As & CHC members) – $675

Request to Purchase – PDF Report + Digital Dashboard (4As & CHC members) – $899

For non-members, a package of the PDF Report and Digital Dashboard is available for $1,399.

Request to Purchase – PDF Report + Digital Dashboard (Non-4As members) – $1,399

If you have any questions, require further information, or would like to verify whether your agency participated in the study please contact any one of our Business Intelligence team members: Helen Miranda ([email protected]), Sal Conte ([email protected]).

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