Global Marketing survey suggests recovery in media spend underway
The latest Global Marketing Index (GMI) to be published by Warc indicates that marketing spend will increase across all regions this month, with the America’s being the most optimistic market. Projected figures show that marketing spend increased across all three regions surveyed; Europe, Asia Pacific and the America’s. With 50 calibrated as the delineator between an expanding and contracting market Europe scraped through with a marginal score of 50.4 for the month, indicating slight growth and a turnaround from months of precipitous declines. Globally this improvement saw trading conditions, staffing conditions and marketing creep further into positive territory with a reading 58.1 (up from 57.4 in March) and just shy of the 60 level which Warc describes as “rapid growth”. It wasn’t all rosy news for the marketing industry however, with staffing levels dipping lower in April to 58.5 from 59.8 – although Warc were at pains to caution that this did not necessarily mark the start of a long term trend and may be attributable to seasonal factors. Commenting on the results Suzy Young, Data Editor at Warc, said: “The second quarter of the year has started positively, with European budgets marking a reading of above 50 for the first time. That said, it remains to be seen whether or not this optimism will continue over the months to come, given the current economic conditions."