America leads global marketing spend recovery
A sharp increase in marketing spend across the America’s in February has provided a timely fillip to the global industry, leaving marketers at their most positive since such surveys began five years ago.
Warc’s monthly Global Marketing Index provides the earliest indicator of global business and marketing activity and is based on a combination of trading conditions, marketing budgets and staffing.
This gives an overall GMI number of 62.9 for the Americas as confidence rises across the board in light of improving economic sentiment.
Even Europe, the worst hit region, has seen conditions improve with a headline GMI of 52, up from 50.4 last month.
In terms of marketing expenditure however the America’s remain the sole driver of growth at 56.9, Europe and Asia Pacific remain below the maintenance level with a GMI of 44.3 and 49.0 respectively.
Breaking down the figures to particular platform digital and mobile both posted significant gains in spend at 80.5 and 72.1 respectively.
Traditional media fared less well however with TV (49.1), press (33.5), radio (39.6) and out of home (44.5) all witnessing declines.