Out-of-home advertising budgets have returned to growth for the first time since the coronavirus pandemic began, 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.
The global index for out-of-home budgets reached 51.1 in June, following a steady improvement in outlook since March.
All six media analysed have recorded their best performance in June since the COVID-19 began. Digital, mobile and TV have accelerated their growth while radio budgets are approaching growth and press is slowing its decline.
Marketing budgets are growing across all regions measured, led by Europe and followed closely by the Americas. Asia Pacific’s growth is slowing following an earlier surge in budget growth at the end of 2020 and beginning of 2021.
The latest report also shows trading conditions growth accelerating in June and staffing levels posting strong growth.