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|Global Marketing Index Signals Major Recovery In Media Spend|
|Thursday, 19 April 2012 17:04|
• Warc's Global Marketing Index for April 2012 indicates that marketing spend increased in all regions measured
The GMI, launched in November 2011, provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers.
Our global panel consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry. The panel has been carefully selected to reflect trends in
The global headline GMI – which combines data from trading conditions and staffing as well as marketing budgets – rose from 57.4 in March to 58.1. This indicates that optimism in the marketing industry is still on the increase, despite the volatile market conditions of recent weeks and lingering concerns over the strength of the global economic recovery.
Marketers continued to reallocate budgets to new media in April. Digital (78.3) and mobile (70.2) were the top performers, with TV the only other channel to show net growth (51.6). Print recorded the lowest global reading on 37.1.
Data for trading conditions, another component of the headline GMI, also signalled increased optimism. The global average on this metric was 62.1.
But the third component of headline GMI, staffing levels, scored lower in April than in previous months. The global reading dropped from 59.8 in March to 58.5. This does not necessarily signal the start of a long-term trend, particularly when weighed against the general optimism indicated by the other two GMI components – budgets and trading conditions. Seasonal factors may have affected this month's results, and it is also worth noting that the labour market traditionally serves as a lagging indicator of general economic conditions, rather than a signal of trouble to come.
Warc is recruiting for the Global Marketing Index panel. Please refer colleagues and contacts to: http://www.warc.com/gmi