9 Media Agencies member of UMA participated in the UMA Survey concerning the costs of media pitches in 2023 ; the specialized agencies Billups and iO did not fill in the questionnaire.
“This Survey is very useful for the whole media industry,” Hugues Rey, CEO of Havas and UMA president, commented. “It shows that there is a potential optimisation of resources. And that benefits both agencies and advertisers.”
90 pitches in a year, accounting for 232 participations from media agencies
UMA registrated 90 media pitches in 2023, accounting for a total of 232 participation by 9 agencies. So that means an average of 2.6 agencies participated in a pitch.
“The bulk of pitches are local,” adds François Chaudoir. The Space CEO and UMA vice president specifies, “It’s 61% versus 39% international competitions. This number obviously does not take into account the so-called “self-initiated leads”, the agencies that proactively go to an advertiser, which also happens mainly at the local level.”
The cost per pitch
The total cost of the participations in pitches for the year 2023 is 5.187.069€. The average cost per hour spent is 118,6€
Focus on the 7 largest pitches in 2023
The above figures naturally reflect averages of all the 90 pitches in 2023. But of course, one pitch is not like another. Focusing on the 7 largest media competitions in 2023 in terms of hours spent, the following conclusions can be observed:
Among these 7 pitches:
Limitation to 3 agencies
This figures also teach UMA about what is important when organising a pitch. “We would advise all advertisers to limit themselves to 3 participating agencies,” says François Chaudoir. “That simplifies the process and guarantees quality interactions. Then, a structured process with realistic expectations and based on detailed briefings, realistic budgets and clear objectives is essential.”
“Chemistry meetings should be the starting point,” adds Hugues Rey. “That teaches a lot about empathy and enthusiasm and emphasises the human aspect that still makes the difference in our sector.”