The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Twitter

Optimism in Bellweather Report despite budget fall in Q4

Author

By The Drum Team, Editorial

January 18, 2010 | 2 min read

Marketing spend fell for the ninth quarter in a row at the end of last year, according to the latest Bellwether survey to be published by the IPA/BDO.

The reports says that while marketing spend continued to fall at the end of last year, that budgets will be higher in 2010 that the previous year and it also suggests that the UK emerged from the recession during that quarter too.

For the second quarter running, internet advertising budgets grew, as did direct marketing budgets.

Rory Sutherland, IPA President and vice- chairman of Ogilvy Group UK, commented: "These findings are welcome, in that they show that the picture painted by the last Bellwether Report was not a false dawn. This latest report also seems to bring particularly good news for direct and digital marketing activities, which seem to be leading the recovery. "

Andy Viner, head of media for BDO LLP, added: "The survey results are good news for the marketing services sector. After nine consecutive quarters of reduced marketing spend, it appears that the rate of decline is at its slowest in nearly two years. There are a number of indicators to demonstrate that confidence is returning, with companies being upbeat about their own sectors and their corporate performance. Marketing budgets in 2010 are now set to grow, with companies re-thinking their budget allocation, for example, the spend in areas such as online advertising are due to increase significantly. Unsurprisingly, companies are continuing to seek cost effective and flexible options where the return on investment can be measured."

Twitter

More from Twitter

View all

Trending

Industry insights

View all
Add your own content +