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Advertising and Market Research Services in New Zealand Industry Data and Analysis
The Advertising and Market Research Services industry has faced volatile economic conditions. The overall weak economy, along with heightened inflation, has constrained industry demand, with many clients cancelling or postponing projects to reduce marketing budgets in response to heightened inflation and uncertainties. However, growth in R&D expenditure, number of businesses and household consumption expenditure has partially offset an overall decline in revenue. Industry revenue is expected to dip at an annualised 0.5% over the past five years, to total $2.8 billion in 2025-26, when revenue is anticipated to fall by 1.1%.Advertising agencies that have provided digital services have performed better, driven by online advertising’s growing popularity and greater social media use. Online advertising typically commands lower prices than traditional advertising and can reach the target audience more precisely thanks to improved marketing analytics, providing clients with a cost-effective solution and more measurable outcomes, allowing businesses to undertake more work. This has improved profitability for advertisers. Despite rising demand for online advertising, this growth has come at the expense of print and broadcast advertising as traditional advertising channels have seen a weaker audience base. Still, large-scale marketing projects use integrated advertising campaigns involving both traditional and new advertising channels to cover a large audience size.Businesses have continued to demand market research services to understand rapidly changing consumer trends and behaviour. Several global brands have undergone restructuring activities over the past few years, like the amalgamation of Kantar and Colmar Brunton in 2021-22, the cessation of Frost & Sullivan’s New Zealand operations in 2022-23 and Ipsos’s acquisition of CBG Health Research in 2024-25. Even so, these services are usually considered more discretionary compared with advertising and have been more heavily affected by economic uncertainties.Industry revenue is forecast to rise at an annualised 1.5% over the five years through 2030-31, to total $3.0 billion. The economy is set to continue recovering with inflation poised to ease, making businesses become more confident in expanding their market offerings, which will likely drive downstream demand for advertising and market research services. Downstream clients are slated to resume projects cancelled or postponed, supporting demand. Even so, high industry competition will reduce players' pricing capacity.
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What's included in this industry analysis
IBISWorld's research coverage on the Advertising and Market Research Services industry in New Zealand includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released July 2025.
About this industry
What's this industry report about?
The Advertising and Market Research Services industry in New Zealand operates under the ANZSIC industry code M6940NZ. Industry firms provide a range of advertising or market research products and services to clients. These services include creating advertising campaigns and materials; being involved in media buying and planning activities; providing market research services; and supplying statistical services. The industry excludes sales of advertising space in publications or broadcasts owned by the same firm. Related terms covered in the Advertising and Market Research Services industry in New Zealand include digital disruption, below-the-line, above-the-line and through-the-line.
What's included in this industry?
Products and services covered in Advertising and Market Research Services industry in New Zealand include Online advertising campaigns, Broadcast advertising campaigns and services and Print advertising campaigns and services.
What companies are included in this industry?
Companies covered in the Advertising and Market Research Services industry in New Zealand include WPP AUNZ.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Advertising and Market Research Services industry in New Zealand.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Advertising and Market Research Services industry in New Zealand.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Advertising and Market Research Services industry in New Zealand.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Advertising and Market Research Services industry in New Zealand. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Advertising and Market Research Services industry in New Zealand. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Advertising and Market Research Services industry in New Zealand. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Advertising and Market Research Services industry in New Zealand. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Advertising and Market Research Services industry in New Zealand.
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Frequently Asked Questions
What is the market size of the Advertising and Market Research Services industry in New Zealand in 2026?
The market size of the Advertising and Market Research Services industry in New Zealand is $2.8bn in 2026.
How many businesses are there in the Advertising and Market Research Services industry in New Zealand in 2025?
There are 1,886 businesses in the Advertising and Market Research Services industry in New Zealand, which has grown at a CAGR of 0.3 % between 2020 and 2025.
How may import tariffs affect the Advertising and Market Research Services industry in New Zealand?
The Advertising and Market Research Services industry in New Zealand is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Advertising and Market Research Services industry in New Zealand?
The Advertising and Market Research Services industry in New Zealand is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Advertising and Market Research Services industry in New Zealand grown or declined over the past 5 years?
The market size of the Advertising and Market Research Services industry in New Zealand has been declining at a CAGR of 0.5 % between 2020 and 2025.
What is the forecast growth of the Advertising and Market Research Services industry in New Zealand over the next 5 years?
Over the next five years, the Advertising and Market Research Services industry in New Zealand is expected to grow.
What are the biggest companies in the Advertising and Market Research Services industry in New Zealand?
The biggest company operating in the Advertising and Market Research Services industry in New Zealand is WPP AUNZ
What does the Advertising and Market Research Services industry in New Zealand include?
Online advertising campaigns and Broadcast advertising campaigns and services are part of the Advertising and Market Research Services industry in New Zealand.
Which companies have the highest market share in the Advertising and Market Research Services industry in New Zealand?
The company holding the most market share in the Advertising and Market Research Services industry in New Zealand is WPP AUNZ.
How competitive is the Advertising and Market Research Services industry in New Zealand?
The level of competition is high and increasing in the Advertising and Market Research Services industry in New Zealand.
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