Global Marketing Budgets Continue to Rise

Global Marketing Budgets Continue to RiseMarketing budget conditions improved again this month, details Warc in its latest Global Marketing Index. The budget component of the index improved to a reading of 52.9 this month from 52.4 in February, representing the 4th consecutive month above the threshold reading of 50, and the 6th consecutive month of improving sentiment. (A score above 50 indicates a generally improving environment, while a score below 50 indicates a generally declining environment.)

Still, there may be seasonal element in play: looking back over the past 18 months or so of data shows that budget sentiment hit a low of 43.9 in November 2011, before rising steadily to a peak of 53.7 in April 2012. In the past 6 months, the same pattern is apparent: budget sentiment hit a 2012 low of 46 in November, before rising each month to the current 52.9.

Last year, budget outlooks fell abruptly after April, so it will be interesting to see if the same trend applies this year.

Meanwhile, according to this month’s data, marketing budget outlook remained strongest in the Americas (54.8), followed by Asia-Pacific at 53.3 and Europe at 50.5.

Other Findings:

  • The global index for staffing levels dropped slightly from 58.2 to 57.3, with marketers from Europe overtaking those in Asia-Pacific in outlook.
  • The index for trading conditions remained highest in the Americas, at 61.8, signifying rapid expansion (though down from 62.3 in March). For the first time, sentiment regarding trading conditions was higher in Europe (58.2) than in the Asia-Pacific (56.4)
  • The headline global marketing index (GMI), comprised of the budget, staffing, and trading conditions components, dropped slightly to 56.5, from 56.9 in March.

About the Data: Warc’s global panel (1,225 members) consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry. The panel has been carefully selected to reflect trends in the three main global regions: Americas, Asia Pacific and Europe.

Data collection period: March 2012 – April 2013. The Global Marketing Index results are calculated by taking the percentage of respondents that report that the activity has risen (“Increasing”) and adding it to one-half of the percentage that report the activity has not changed (“Unchanged”). Using half of the “Unchanged” percentage effectively measures the bias toward a positive (above 50 points) or negative (below 50 points) index. As an example of calculating a diffusion index, if the response is 40% “Increasing,” 40% “Unchanged,” and 20% “Reducing,” the Diffusion Index would be 60 points (40% + [0.50 x 40%]). A value of 50 indicates “no change” from the previous month.-MarketingCharts

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