The document summarizes the results of a survey of IPA member agencies on their financial performance in 2015 and their outlook for 2016. 58% of respondents indicated 2015 was better than expected financially, while top-line income pressures were mixed with 34% better and 39% worse than expected. For 2016, 45% expect the general market to be better than 2015 and 74% believe prospects are brighter for their own agency compared to 2015.

1. Review of 2015 and the Prospects for 2016
07 January 2015
Review of 2015 and the prospects for 2016
A straw poll of IPA member agencies

2. Review of 2015 and the Prospects for 2016
07 January 2015
Taking all things into consideration respondents felt that 2015 had turned out to
be better for them financially than originally anticipated - 58% of respondents
indicated that the year had been better than expected, while 26% indicated that
2015 had been worse than expected
Significantly worse than
expected
5%
Slightly worse than expected
21%
The same as expected
16%Slightly better than expected
40%
Significantly better than
expected
18%

3. Review of 2015 and the Prospects for 2016
07 January 2015
Pressures on top-line income were mixed with 34% indicating that they were
better than expected and 39% indicating that they were worse than expected
Significantly worse than
expected
5%
Slightly worse than expected
34%
The same as expected
27%
Slightly better than expected
21%
Significantly better than
expected
13%

4. Review of 2015 and the Prospects for 2016
07 January 2015
Pressures on cost of sales were the same as expected for three-fifths of
respondents. Of the remainder 21% held a positive view and 19% a negative
view
Significantly worse than
expected
3%
Slightly worse than expected
16%
The same as expected
60%
Slightly better than expected
16%
Significantly better than
expected
5%

5. Review of 2015 and the Prospects for 2016
07 January 2015
Pressures on staff costs were negative overall, with 46% of respondents
indicating that they had been worse than expected and only 11% indicating that
they had been better than expected.
Significantly worse than
expected
3%
Slightly worse than expected
43%
The same as expected
43%
Slightly better than expected
11%

6. Review of 2015 and the Prospects for 2016
07 January 2015
Pressures on other costs were the same as expected for three-fifths of
respondents. Of the remainder, slightly more (22%) were negative than positive
(19%)
Significantly worse than
expected
3%
Slightly worse than expected
19%
The same as expected
59%
Slightly better than expected
16%
Significantly better than
expected
3%

7. Review of 2015 and the Prospects for 2016
07 January 2015
45% of respondents indicated that they felt that the general market environment
in 2016 would be better than 2015, while a further 42% indicated that it would
be the same. Only 13% indicated that they expected the market to be worse in
2016 than it was in 2015.
Significantly worse than 2015
3%
Slightly worse than 2015
10%
The same as 2015
42%
Slightly better than 2015
45%

8. Review of 2015 and the Prospects for 2016
07 January 2015
Some 74% of respondents indicated that the prospects for their agency in 2016
were brighter than they had been for 2015. Only 5% of respondents held a
negative view of the prospects for their agency in 2016
Slightly worse than 2015
5%
The same as 2015
21%
Slightly better than 2015
55%
Significantly better than 2015
19%