01 / PSC Market Profile
PSC R701 Support- Management: Advertising Federal Contracts
Product and Service Code R701
Federal contract activity classified under Support- Management: Advertising across FY 2019–FY 2025. Net obligations include both new obligations and subsequent deobligations.
02 / Market Size
How large is the PSC R701 federal market?
03 / Spending Trend
PSC R701 contract spending by fiscal year
Annual obligations, activity, and participation across the same FY 2019–FY 2025 profile window.
Latest closed fiscal year$1.49B
FY 2025| Fiscal year | Obligations | Actions | Vendors | Customers | Change |
|---|---|---|---|---|---|
| FY 2019 | $929.39M | 1,396 | 375 | 77 | — |
| FY 2020 | $1.57B | 1,463 | 333 | 72 | +68.4% |
| FY 2021 | $1.36B | 1,196 | 341 | 77 | −13.3% |
| FY 2022 | $1.73B | 1,242 | 321 | 72 | +27.5% |
| FY 2023 | $1.81B | 1,395 | 346 | 71 | +4.7% |
| FY 2024 | $1.64B | 1,248 | 317 | 77 | −9.8% |
| FY 2025 | $1.49B | 1,207 | 288 | 72 | −8.6% |
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 | $2.83B | 1,971 | 256 | 26.9% |
| DEPT OF THE NAVY | 1700 | $1.48B | 799 | 102 | 14.0% |
| NATIONAL INSTITUTES OF HEALTH | 7529 | $1.38B | 595 | 51 | 13.2% |
| DEPT OF THE AIR FORCE | 5700 | $1.08B | 552 | 32 | 10.3% |
| FEDERAL ACQUISITION SERVICE | 4732 | $869.47M | 436 | 11 | 8.3% |
| US CENSUS BUREAU | 1323 | $566.66M | 201 | 14 | 5.4% |
| NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | 6940 | $515.79M | 159 | 8 | 4.9% |
| DEFENSE HUMAN RESOURCES ACTIVITY | 9748 | $356.19M | 104 | 2 | 3.4% |
| OFFICE OF PROCUREMENT OPERATIONS | 7001 | $278.79M | 127 | 12 | 2.6% |
| FEDERAL EMERGENCY MANAGEMENT AGENCY | 7022 | $139.72M | 84 | 19 | 1.3% |
05 / Contracting Offices
Which contracting offices buy in PSC R701?
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 | $2.69B | 1,166 | 8 | 25.5% |
| NATIONAL INSTITUTES OF HEALTH OLAO | 75N980 | NATIONAL INSTITUTES OF HEALTH | $1.28B | 289 | 15 | 12.2% |
| FA3002 338 ESS CC | FA3002 | DEPT OF THE AIR FORCE | $1.04B | 428 | 6 | 9.9% |
| COMMANDING OFFICER | M95494 | DEPT OF THE NAVY | $778.45M | 48 | 1 | 7.4% |
| GSA FAS AAS FEDSIM | 47QFCA | FEDERAL ACQUISITION SERVICE | $739.72M | 82 | 1 | 7.0% |
| DEPT OF COMMERCE CENSUS | 1333LB | US CENSUS BUREAU | $566.01M | 183 | 8 | 5.4% |
| 693JJ9 NHTSA OFFICE OF ACQUISTION | 693JJ9 | NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | $515.79M | 159 | 8 | 4.9% |
| NAVSUP FLT LOG CTR NORFOLK | N00189 | DEPT OF THE NAVY | $507.10M | 217 | 69 | 4.8% |
| DEFENSE HUMAN RESOURCES ACTIVITY | H98210 | DEFENSE HUMAN RESOURCES ACTIVITY | $356.19M | 104 | 2 | 3.4% |
| DEPARTMENTAL OPERATIONS ACQUISITION DIVISION II | 70RDA2 | OFFICE OF PROCUREMENT OPERATIONS | $190.91M | 26 | 4 | 1.8% |
06 / Top Vendors
Which contractors lead the PSC R701 market?
| Vendor | Obligations | Actions | Customers | Market share | Latest activity |
|---|---|---|---|---|---|
| DDB CHICAGO INC. | $2.56B | 669 | 1 | 24.3% | Sep 30, 2025 |
| YOUNG & RUBICAM LLC | $1.22B | 637 | 3 | 11.6% | Sep 30, 2025 |
| FORS MARSH GROUP LLC | $1.12B | 95 | 3 | 10.7% | Sep 18, 2025 |
| GSD&M LLC | $991.63M | 362 | 1 | 9.4% | Sep 12, 2025 |
| J. WALTER THOMPSON U.S.A., LLC | $777.99M | 52 | 1 | 7.4% | May 5, 2025 |
| PERATON INC. | $739.72M | 82 | 1 | 7.0% | Sep 23, 2025 |
| STRATACOMM LLC | $460.71M | 69 | 1 | 4.4% | Sep 23, 2025 |
| MULLENLOWE U.S., INC. | $351.22M | 101 | 1 | 3.3% | Sep 10, 2025 |
| CROSBY MARKETING COMMUNICATIONS INC. | $175.08M | 171 | 5 | 1.7% | Sep 30, 2025 |
| APTIVE RESOURCES LLC | $153.40M | 204 | 2 | 1.5% | Sep 25, 2025 |
07 / Industry Mix
What industries are purchased under PSC R701?
| NAICS | Description | Obligations | Actions | Vendors | Share |
|---|---|---|---|---|---|
| 541810 | ADVERTISING AGENCIES | $7.11B | 4,170 | 273 | 67.6% |
| 511199 | ALL OTHER PUBLISHERS | $1.37B | 501 | 19 | 13.1% |
| 541330 | ENGINEERING SERVICES | $783.06M | 141 | 9 | 7.4% |
| 541613 | MARKETING CONSULTING SERVICES | $515.25M | 673 | 72 | 4.9% |
| 541820 | PUBLIC RELATIONS AGENCIES | $287.74M | 353 | 39 | 2.7% |
| 541910 | MARKETING RESEARCH AND PUBLIC OPINION POLLING | $146.58M | 368 | 19 | 1.4% |
| 541611 | ADMINISTRATIVE MANAGEMENT AND GENERAL MANAGEMENT CONSULTING SERVICES | $90.85M | 353 | 31 | 0.9% |
| 541890 | OTHER SERVICES RELATED TO ADVERTISING | $55.25M | 377 | 111 | 0.5% |
| 541511 | CUSTOM COMPUTER PROGRAMMING SERVICES | $18.83M | 92 | 7 | 0.2% |
| 541512 | COMPUTER SYSTEMS DESIGN SERVICES | $16.62M | 34 | 3 | 0.2% |
08 / Buying Pattern
How does the government buy in PSC R701?
| Common action type | Obligations | Actions |
|---|---|---|
| DELIVERY ORDER | $8.73B | 4,622 |
| PURCHASE ORDER | $132.32M | 2,560 |
| BPA CALL | $857.85M | 1,532 |
| DEFINITIVE CONTRACT | $805.74M | 433 |
09 / Recent Contract Awards
What was awarded most recently in PSC R701?
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 $10.53B market as addressable.