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 2019–FY 2025. 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 2019–FY 2025 profile window.
Latest closed fiscal year$1.16B
FY 2025| Fiscal year | Obligations | Actions | Vendors | Customers | Change |
|---|---|---|---|---|---|
| FY 2019 | $1.16B | 1,059 | 154 | 70 | — |
| FY 2020 | $1.49B | 1,185 | 150 | 67 | +29.0% |
| 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 | 988 | 165 | 75 | −14.2% |
| FY 2025 | $1.16B | 1,048 | 157 | 63 | −34.7% |
04 / Top Federal Customers
Which federal agencies buy most in this industry?
Ranked by net obligations during FY 2019–FY 2025.
| Federal customer | Code | Obligations | Actions | Vendors | Market share |
|---|---|---|---|---|---|
| DEPT OF THE ARMY | 2100 | $2.80B | 1,631 | 128 | 26.4% |
| CENTERS FOR MEDICARE AND MEDICAID SERVICES | 7530 | $1.65B | 368 | 15 | 15.5% |
| DEPT OF THE NAVY | 1700 | $1.55B | 664 | 33 | 14.6% |
| DEPT OF THE AIR FORCE | 5700 | $1.03B | 462 | 11 | 9.7% |
| FOOD AND DRUG ADMINISTRATION | 7524 | $769.65M | 67 | 9 | 7.2% |
| US CENSUS BUREAU | 1323 | $672.96M | 210 | 9 | 6.3% |
| NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | 6940 | $497.35M | 134 | 6 | 4.7% |
| CENTERS FOR DISEASE CONTROL AND PREVENTION | 7523 | $378.33M | 86 | 13 | 3.6% |
| DEFENSE HUMAN RESOURCES ACTIVITY | 9748 | $362.33M | 105 | 2 | 3.4% |
| FEDERAL EMERGENCY MANAGEMENT AGENCY | 7022 | $139.13M | 116 | 18 | 1.3% |
05 / Contracting Offices
Which contracting offices buy in NAICS 541810?
Ranked by net obligations during FY 2019–FY 2025.
| Office | Code | Agency | Obligations | Actions | Vendors | Market share |
|---|---|---|---|---|---|---|
| W6QM MICC-FT KNOX | W9124D | DEPT OF THE ARMY | $2.68B | 1,152 | 2 | 25.3% |
| OFC OF ACQUISITION AND GRANTS MGMT | 75FCMC | CENTERS FOR MEDICARE AND MEDICAID SERVICES | $1.65B | 367 | 15 | 15.5% |
| FA3002 338 ESS CC | FA3002 | DEPT OF THE AIR FORCE | $991.63M | 362 | 1 | 9.3% |
| COMMANDING OFFICER | M95494 | DEPT OF THE NAVY | $778.45M | 48 | 1 | 7.3% |
| FDA OFFICE OF ACQ GRANT SVCS | 75F401 | FOOD AND DRUG ADMINISTRATION | $769.65M | 67 | 9 | 7.2% |
| DEPT OF COMMERCE CENSUS | 1333LB | US CENSUS BUREAU | $672.46M | 196 | 5 | 6.3% |
| NAVSUP FLT LOG CTR NORFOLK | N00189 | DEPT OF THE NAVY | $503.80M | 129 | 17 | 4.7% |
| 693JJ9 NHTSA OFFICE OF ACQUISTION | 693JJ9 | NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | $497.35M | 134 | 6 | 4.7% |
| CDC OFFICE OF ACQUISITION SERVICES | 75D301 | CENTERS FOR DISEASE CONTROL AND PREVENTION | $378.33M | 86 | 13 | 3.6% |
| DEFENSE HUMAN RESOURCES ACTIVITY | H98210 | DEFENSE HUMAN RESOURCES ACTIVITY | $362.33M | 105 | 2 | 3.4% |
06 / Top Vendors
Which contractors lead the NAICS 541810 market?
| Vendor | Obligations | Actions | Customers | Market share | Latest activity |
|---|---|---|---|---|---|
| DDB CHICAGO INC. | $2.56B | 669 | 1 | 24.1% | Sep 30, 2025 |
| YOUNG & RUBICAM LLC | $1.29B | 685 | 3 | 12.1% | Sep 30, 2025 |
| IPG DXTRA, INC. | $1.11B | 53 | 1 | 10.5% | Sep 24, 2025 |
| GSD&M LLC | $991.63M | 362 | 1 | 9.3% | Sep 12, 2025 |
| J. WALTER THOMPSON U.S.A., LLC | $868.26M | 62 | 1 | 8.2% | May 5, 2025 |
| TRUE NORTH COMMUNICATIONS INC. | $762.04M | 33 | 2 | 7.2% | Aug 21, 2025 |
| STRATACOMM LLC | $446.55M | 61 | 2 | 4.2% | Sep 30, 2025 |
| PLOWSHARE GROUP, INC | $373.88M | 18 | 1 | 3.5% | Sep 29, 2025 |
| MULLENLOWE U.S., INC. | $357.36M | 102 | 1 | 3.4% | Sep 10, 2025 |
| PORTER NOVELLI PUBLIC SERVICES INC. | $305.04M | 104 | 1 | 2.9% | Sep 29, 2025 |
07 / Product and Service Mix
What products and services are purchased under NAICS 541810?
| PSC | Description | Obligations | Actions | Vendors | Share |
|---|---|---|---|---|---|
| R701 | SUPPORT- MANAGEMENT: ADVERTISING | $7.11B | 4,170 | 273 | 66.9% |
| R426 | SUPPORT- PROFESSIONAL: COMMUNICATIONS | $2.56B | 543 | 44 | 24.1% |
| R499 | SUPPORT- PROFESSIONAL: OTHER | $400.44M | 440 | 39 | 3.8% |
| R708 | SUPPORT- MANAGEMENT: PUBLIC RELATIONS | $115.02M | 410 | 34 | 1.1% |
| T001 | PHOTO/MAP/PRINT/PUBLICATION- ARTS/GRAPHICS | $95.20M | 162 | 16 | 0.9% |
| R699 | SUPPORT- ADMINISTRATIVE: OTHER | $83.30M | 358 | 19 | 0.8% |
| R799 | SUPPORT- MANAGEMENT: OTHER | $75.40M | 98 | 10 | 0.7% |
| R422 | SUPPORT- PROFESSIONAL: MARKET RESEARCH/PUBLIC OPINION | $44.65M | 61 | 18 | 0.4% |
| T016 | PHOTO/MAP/PRINT/PUBLICATION- AUDIO/VISUAL | $37.95M | 101 | 7 | 0.4% |
| R431 | SUPPORT- PROFESSIONAL: HUMAN RESOURCES | $29.41M | 30 | 5 | 0.3% |
08 / Buying Pattern
How does the government buy in NAICS 541810?
| Common action type | Obligations | Actions |
|---|---|---|
| DELIVERY ORDER | $8.95B | 4,275 |
| BPA CALL | $531.34M | 1,598 |
| PURCHASE ORDER | $75.42M | 1,068 |
| DEFINITIVE CONTRACT | $1.07B | 311 |
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 $10.63B market as addressable.