Fewer than 60% of media agencies employ full-time new business staff, according to new research from the AAR.
The majority allocate no more than £100,000 to driving new business, excluding salaries. In contrast, a third of top 20 creative agencies spend more than £500,000.
Direct marketing and sales promotion agencies have the highest percentage of full-time new business staff. Eighty-five per cent employ full-time staff dedicated to the function, compared to just 62% across the whole advertising sector.
New media and digital agencies are more committed to new business with over 32% of them employing over three staff, but they spend an average of just £50,000 on the function.
Only 13% of media agencies allocate more than three staff to the function and 78% do not use a lead generation company.
AAR director of advertising and media services Paul Philips said: "As the media community boosts their marketing and new business resources, so I would anticipate these budgets to increase as they have with the advertising community."The AAR used 19 of the top media agencies to conduct the research.