US Marketing Budgets Lift Global Picture

Worldwide marketing budgets have risen for the first time in more than eight months, according to Warc's latest Global Marketing Index (GMI).

The study - which draws on responses from a panel of 1,225 execs about marketing budgets, trading conditions, and staffing levels - reported headline GMI in January of 55.0; up 2.5 points from December and the GMI's highest recorded value since May 2012. A GMI reading of 50 indicates no change, and a reading of over 60 indicates rapid growth.

At a regional level, marketers in AsiaPac registered the biggest increase in headline GMI, with the index rising by 2.3 points to a value of 53.8, and the Americas remained the most positive region, with a comparable reading of 58.0. However, while Europe remained the least positive area, growth in January rose to 51.9 from 49.7 last month - the first improvement in the region since last September.

The index of global marketing budgets registered growth in January (50.4) for the first time since May 2012, buoyed by improved confidence in the Americas (up to 53.9 from 50.2). However, marketers in Asia Pacific (48.1) and Europe (46.2) continue to cut budgets.

Suzy Young (pictured), Data Editor at Warc, comments: 'Positive budget setting in the Americas has lifted the index for global marketing budgets into growth territory for the first time since May. But despite an improving outlook in terms of general trading conditions, marketers in Asia Pacific and Europe continue to scale back their budgets.'

Web site: www.warc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.