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World Economics - Measuring Global Economic Activity

Global Marketing Index

Released: May 29, 2015

TV Budgets continue to be hit by rapid growth of Digital especially in the USA

  • Global marketing budgets rise for 27th consecutive month
  • Global TV Budgets impacted by growth of digital
  • Staffing levels rise rapidly in all regions

The Headline Global Marketing Index (GMI) for May registered a value of 55.6. This shows that global marketing activity is still growing. Growth was recorded across all regions with recorded values for the Headline GMI of 55.9, 56.0 and 55.2 in Europe, the Asia-Pacific area and the Americas respectively.

Marketing Budgets by Medium
In May, the global survey showed that the allocation of marketing budgets assigned to TV fell further with an index value of 45.9, below the 50.0 ‘no change’ level. This was the third successive month that the value of the global TV index fell. The value of the TV index also fell in each region, while Europe experienced feeble growth in the medium with an index value of 50.6, down by 1.1, the resources allocated to the medium fell in absolute terms in the other regions. The plunge in TV’s share of marketing budgets was particularly severe in the Americas where an index value of 39.3 was recorded, down by 2.1 on the previous month.

Traditional media, TV, OOH, Radio and Press, continue to fall in terms of the allocation of marketing budgets assigned to them across the world. Their decline is attributable to the rapid growth of Digital and Mobile advertising (Total Internet) which are set to become the biggest media across the world by 2016 on the basis of an extrapolation of current trends.

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