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World Economics - Measuring Global Economic Activity and GDP


GMI - Marketing Budgets, Advertising Budgets, Adspend, TV budgets

Released: June 26, 2015

Digital and Mobile Continues to Dominate Share of Marketing Budgets

  • Global marketing budgets rise for 28th consecutive month
  • Traditional Media continue to suffer
  • Staffing growth remains robust

Overview
The Headline Global Marketing Index (GMI) for June registered a value of 55.3 indicating continuing strong growth in marketing activity. Growth was recorded across the globe with headline GMI recorded values of 55.7, 54.7 and 55.8 in Europe, the Asia-Pacific area and the Americas respectively.


Marketing Budgets by Medium
In June, the Global Marketing Index showed that the allocation of marketing budgets assigned to TV continued falling with an index value of 46.8, below the 50.0 ‘no change’ level. This was the seventh successive month that the global TV index indicated a fall in TV’s share of marketing budgets. TV’s falling share has been particularly severe in the Americas with an index value registered of only 40.1. The last month of TV growth in this region was recorded 12 months ago. TV expenditure also declined in the Asia-Pacific region with an index recorded of 45.0.

The decline in expenditure on TV, was mirrored by falls in the marketing budgets allocated to OOH, Radio and Press. The global Index values for Radio and Out-of-Home (OOH) in June showed falling budget spend on these media across the globe with values of 41.2 and 48.5 respectively. Radio spending declined across all regions, but OOH showed a meagre increase in spending in Europe with an index value recorded of 50.6 and in the Asia-Pacific region with an index of 50.5.
 





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