European marketing budgets rise for the first time in 11 months

28 Mar,2013

By A Correspondent


Marketing budgets are set to rise in all global regions in March according to the latest data from Warc’s Global Marketing Index. For only the second time since the index began in October 2011, European marketers reported net growth in budgets this month, with an index value of 50.5. This represents a 1.7 point increase from February.


Marketing budgets also rose in the Americas (55.4) and Asia Pacific (51.2). Globally, the index of marketing budgets improved from 51.7 in February to 52.4 in March, which is the index’s highest reading in eleven months. The GMI provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers. A GMI reading of 50 indicates no change, and a reading of over 60 indicates rapid growth.


The global headline GMI measure – which takes into account marketers’ expectations for trading conditions and staffing levels as well as marketing budgets – registered a value of 56.9 points in March, an increase of 0.7 points from February. This is the second highest headline GMI reading since data collection started, bettered only by the 58.1 recorded in April 2012.


All three components of the headline GMI performed strongly this month. The index for global trading conditions continued to signify rapid improvement, standing at 60.0 (up 0.6 points from February). Region by region, the Americas remains the most positive for trading conditions (62.3), followed by Asia Pacific (59.5) and Europe (57.9). The index of staffing levels rose by 0.6 points globally to register a value of 58.2 in March. Regional index values stood at 59.4 for the Americas, 58.0 for Asia Pacific and 56.6 for Europe.


Suzy Young, Data and Journals Director at Warc, said, “The latest GMI data are encouraging for marketers worldwide. Confidence also appears to be returning in Europe, which is reassuring in light of fresh concerns regarding economic stability in the Eurozone.”


Warc has produced independent data on advertising expenditure and media costs for more than 25 years, and has partnerships with leading advertising organizations in more than 80 countries.


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