01 / NAICS Market Profile
NAICS 541810 Advertising Agencies Federal Contracts
North American Industry Classification System code 541810
Federal contract activity classified under Advertising Agencies across FY 2020–FY 2026. Net obligations include both new obligations and subsequent deobligations.
02 / Market Size
How large is the NAICS 541810 federal market?
03 / Spending Trend
NAICS 541810 contract spending by fiscal year
Annual obligations, activity, and participation across the same FY 2020–FY 2026 profile window.
Latest closed fiscal year$1.08B
FY 2026| Fiscal year | Obligations | Actions | Vendors | Customers | Change |
|---|---|---|---|---|---|
| FY 2020 | $1.49B | 1,185 | 150 | 67 | — |
| FY 2021 | $1.43B | 950 | 143 | 72 | −4.5% |
| FY 2022 | $1.54B | 966 | 138 | 73 | +7.6% |
| FY 2023 | $2.07B | 1,056 | 164 | 73 | +35.0% |
| FY 2024 | $1.78B | 989 | 166 | 76 | −14.2% |
| FY 2025 | $1.16B | 1,049 | 158 | 64 | −34.7% |
| FY 2026 | $1.08B | 626 | 111 | 56 | −7.0% |
04 / Top Federal Customers
Which federal agencies buy most in this industry?
Ranked by net obligations during FY 2020–FY 2026.
| Federal customer | Code | Obligations | Actions | Vendors | Market share |
|---|---|---|---|---|---|
| DEPT OF THE ARMY | 2100 | $2.85B | 1,412 | 127 | 27.0% |
| CENTERS FOR MEDICARE AND MEDICAID SERVICES | 7530 | $1.70B | 359 | 15 | 16.1% |
| DEPT OF THE NAVY | 1700 | $1.67B | 649 | 29 | 15.8% |
| DEPT OF THE AIR FORCE | 5700 | $1.01B | 427 | 11 | 9.6% |
| FOOD AND DRUG ADMINISTRATION | 7524 | $719.87M | 56 | 8 | 6.8% |
| NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | 6940 | $523.91M | 124 | 5 | 5.0% |
| CENTERS FOR DISEASE CONTROL AND PREVENTION | 7523 | $379.14M | 84 | 13 | 3.6% |
| US CENSUS BUREAU | 1323 | $362.23M | 144 | 8 | 3.4% |
| DEFENSE HUMAN RESOURCES ACTIVITY | 9748 | $362.07M | 99 | 2 | 3.4% |
| SOCIAL SECURITY ADMINISTRATION | 2800 | $136.96M | 141 | 2 | 1.3% |
05 / Contracting Offices
Which contracting offices buy in NAICS 541810?
Ranked by net obligations during FY 2020–FY 2026.
| Office | Code | Agency | Obligations | Actions | Vendors | Market share |
|---|---|---|---|---|---|---|
| W6QM MICC-FT KNOX | W9124D | DEPT OF THE ARMY | $2.74B | 953 | 2 | 26.0% |
| OFC OF ACQUISITION AND GRANTS MGMT | 75FCMC | CENTERS FOR MEDICARE AND MEDICAID SERVICES | $1.70B | 359 | 15 | 16.1% |
| FA3002 338 ESS CC | FA3002 | DEPT OF THE AIR FORCE | $978.16M | 329 | 1 | 9.3% |
| COMMANDING OFFICER | M95494 | DEPT OF THE NAVY | $911.30M | 54 | 1 | 8.6% |
| FDA OFFICE OF ACQ GRANT SVCS | 75F401 | FOOD AND DRUG ADMINISTRATION | $719.87M | 56 | 8 | 6.8% |
| NAVSUP FLT LOG CTR NORFOLK | N00189 | DEPT OF THE NAVY | $563.89M | 128 | 14 | 5.3% |
| 693JJ9 NHTSA OFFICE OF ACQUISTION | 693JJ9 | NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | $523.91M | 124 | 5 | 5.0% |
| CDC OFFICE OF ACQUISITION SERVICES | 75D301 | CENTERS FOR DISEASE CONTROL AND PREVENTION | $379.14M | 84 | 13 | 3.6% |
| DEFENSE HUMAN RESOURCES ACTIVITY | H98210 | DEFENSE HUMAN RESOURCES ACTIVITY | $362.07M | 99 | 2 | 3.4% |
| DEPT OF COMMERCE CENSUS | 1333LB | US CENSUS BUREAU | $361.98M | 134 | 4 | 3.4% |
06 / Top Vendors
Which contractors lead the NAICS 541810 market?
| Vendor | Obligations | Actions | Customers | Market share | Latest activity |
|---|---|---|---|---|---|
| DDB CHICAGO INC. | $2.76B | 682 | 1 | 26.2% | Jul 9, 2026 |
| IPG DXTRA, INC. | $1.16B | 58 | 1 | 11.0% | Sep 9, 2026 |
| YOUNG & RUBICAM LLC | $1.07B | 617 | 3 | 10.2% | Jul 8, 2026 |
| GSD&M LLC | $978.16M | 329 | 1 | 9.3% | Jul 9, 2026 |
| J. WALTER THOMPSON U.S.A., LLC | $908.80M | 61 | 1 | 8.6% | Jul 13, 2026 |
| TRUE NORTH COMMUNICATIONS INC. | $712.24M | 26 | 3 | 6.8% | Jul 21, 2026 |
| STRATACOMM LLC | $479.92M | 73 | 2 | 4.5% | Sep 30, 2026 |
| PLOWSHARE GROUP, INC | $373.88M | 22 | 1 | 3.5% | Sep 28, 2026 |
| MULLENLOWE U.S., INC. | $357.10M | 96 | 1 | 3.4% | Jun 30, 2026 |
| PORTER NOVELLI PUBLIC SERVICES INC. | $330.98M | 104 | 2 | 3.1% | Sep 21, 2026 |
07 / Product and Service Mix
What products and services are purchased under NAICS 541810?
| PSC | Description | Obligations | Actions | Vendors | Share |
|---|---|---|---|---|---|
| R701 | SUPPORT- MANAGEMENT: ADVERTISING | $7.17B | 3,823 | 261 | 68.0% |
| R426 | SUPPORT- PROFESSIONAL: COMMUNICATIONS | $2.56B | 552 | 46 | 24.3% |
| R499 | SUPPORT- PROFESSIONAL: OTHER | $403.97M | 426 | 43 | 3.8% |
| R708 | SUPPORT- MANAGEMENT: PUBLIC RELATIONS | $102.96M | 371 | 35 | 1.0% |
| R699 | SUPPORT- ADMINISTRATIVE: OTHER | $79.93M | 385 | 16 | 0.8% |
| R799 | SUPPORT- MANAGEMENT: OTHER | $52.85M | 91 | 11 | 0.5% |
| R422 | SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION | $44.02M | 56 | 14 | 0.4% |
| T016 | PHOTO/MAP/PRINT/PUBLICATION- AUDIO/VISUAL | $31.67M | 104 | 7 | 0.3% |
| R408 | SUPPORT- PROFESSIONAL: PROGRAM MANAGEMENT/SUPPORT | $26.85M | 203 | 17 | 0.3% |
| T006 | PHOTO/MAP/PRINT/PUBLICATION- FILM/VIDEO TAPE PRODUCTION | $9.81M | 28 | 5 | 0.1% |
08 / Buying Pattern
How does the government buy in NAICS 541810?
| Common action type | Obligations | Actions |
|---|---|---|
| DELIVERY ORDER | $8.95B | 3,892 |
| BPA CALL | $562.02M | 1,594 |
| PURCHASE ORDER | $78.51M | 1,005 |
| DEFINITIVE CONTRACT | $953.84M | 330 |
09 / Recent Contract Awards
What was awarded most recently in NAICS 541810?
10 / Market Interpretation
How should contractors evaluate this market?
Start with the spending direction
Compare annual obligations with actions and vendor participation. Growth driven by only a few large actions represents a different opportunity from broad, recurring demand.
Follow the actual buyers
Move from federal customers to contracting offices. Offices reveal where acquisition responsibility and recurring purchasing activity are concentrated.
Measure accessible demand
Use competition, small-business participation, incumbent vendors, and PSC mix before treating the full $10.55B market as addressable.