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Global Marketing Index (GMI)

Released: January 26, 2017
Global Digital and Mobile Growth Remain Rampant
  • Global Trading Conditions rise
  • Digital and Mobile grow strongly in all regions
  • Employment growth rises globally

The Global Marketing Headline Index remained stable at 51.7 in January, indicating continuing growth, albeit modest, in marketing sector activity across the world. There were observable regional differences with the European GMI, rising slightly to reach 56.6, the fourth consecutive increase. The Headline Index for the Asia-Pacific region dipped slightly to 48.1 while in the Americas, marketing activity fell marginally for the third successive month with an index value recorded of 49.3. This figure includes both South America, dominated by Brazil, which is still in recession and the United States, where marketing activity is growing.

The Global Marketing Budgets Index in December recorded a value of 48.7, down by 0.5 and showing a fall in budgets for the fifth successive month after three years of continuous growth. Again there were regional differences, with Europe showing steady growth rising to 57.4, the fourth rise in a row. In contrast, budgets fell in the Asia-Pacific Region and the Americas, although the result in this region was biased downwards as a result of the inclusion of South America in the index calculation. The Global Trading Conditions Index rose in January to 53.1, showing that panellists thought that trading conditions were improving steadily. Trading conditions saw growth in Europe and in the Americas, but were unchanged in the Asia-Pacific region in January compared to the month before.

In January, Digital and Mobile media continued their rapid expansion and their share of marketing budgets increased globally and across all regions. Digital media fell back slightly by 0.5, but still recorded a high index of 70.5. Mobile also experienced robust growth, with a global index value recorded of 69.8, up slightly on the previous month. Both of these media advanced in all regions. In contrast, globally the share of traditional media (TV, Press, Radio and OOH) in advertising budgets continued to fall with some regional differences. The share of TV and OOH increased in Europe in January, but fell in all other regions.

The Staffing Index, which reflects the number of staff taken on compared to the same period last year, saw growth globally with an index value of 53.2 recorded in January. This was up by 1.4 on the month before, after a long period of monthly declines.


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The Global Marketing Index results are calculated by taking the percentage of respondents that report that the activity has risen (“Increasing") and adding it to one-half of the percentage that report the activity has not changed (“Unchanged"). Using half of the “Unchanged" percentage effectively measures the bias toward a positive (above 50 points) or negative (below 50 points) index. As an example of calculating a diffusion index, if the response is 40% “Increasing," 40% “Unchanged," and 20% “Reducing," the Diffusion Index would be 60 points (40% + [0.50 x 40%]). A value of 50 indicates "no change" from the previous month.

The more distant the index is from the amount that would indicate "no change" (50 points), the greater the rate of change indicated. Therefore, an index value of 58 indicates a faster rate of increase than an index value of 53, and an index value of 40 indicates a faster rate of decrease than an index value of 45. A value of 100 indicates all respondents are reporting increased activity while 0 indicates that all respondents report decreased activity.

The July 2016 release uses the un-adjusted data for the commentary to show the impact of the UK referendum on the European and global data. Un-adjusted and moving average indexes are available with a data subscription. 

About the Global Marketing Index 
The World Economics Global Marketing Index (GMI) provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers.

Our global panel (2,000+ members) 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 three main global regions: Americas, Asia Pacific and Europe.

About World Economics
World Economics is an organisation dedicated to producing analysis, insight and data relating to questions of importance in understanding the world economy. Its parent company Information Sciences Ltd has a long history of the development of key business information today used throughout the world, including the origination of the Purchasing Managers Indexes in Europe and Asia (now owned by Markit) .

Currently our primary research objective is to encourage and assist the development of better and faster measures of economic activity. In cases where we believe we can contribute directly, as opposed to through highlighting the work of others, we are producing our own measures of economic activity.

Our work is mainly of interest to investors, organisations and individuals in the financial sector and to significant corporations with global operations, as well as governments and academic economists.
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