The recovery in marketing budgets has slowed in recent months, according to the latest figures from WARC Data’s Global Marketing Index (GMI).
Developed by WARC, the GMI is a monthly indicator of the state of the global marketing industry based on current conditions among practitioners. An index value above 50.0 indicates growth, while below 50.0 indicates decline. Practitioners who complete the survey receive the full analysis report.
Growth in marketing budgets accelerated rapidly in the first half of this year and peaked in July. Since then, however, growth has slowed to an index value of 63.1 recorded in September.
This slowdown is visible for most media, with digital (70.3) and mobile (70.1) budgets seeing the strongest growth but both down from their July peaks. Out-of-home growth peaked in August and this has since slowed while radio budgets are growing slowly. Press budgets were continually improving but their decline has quickened in September.
TV is the only media to see continuing strong budget growth, having accelerated to reach 59.8 in September.
The latest report shows the slowing recovery in marketing budgets is visible in the Americas, Asia Pacific and Europe. Trading conditions have also slowed in September while staffing levels are continuing to rise.
Credit: WARC