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World Economics - Measuring Global Economic Activity

Global Marketing Index

Released: March 27, 2015

Global TV adspend budgets fall, prompting worries that digital growth will cause TV revenues to decline as happened with other traditional media

  • Marketing budgets grow in all regions.
  • Digital and Mobile continue to gain share of marketing spend.
  • TV, Print, and Radio budgets continue relative decline.

The Headline Global Marketing Index (GMI) for March registered a value of 57.0, up by 0.4 on its value in February. This is the third successive month that the Index has increased indicating marketers are continuing to experience strong business activity across the world. Robust marketing activity was recorded in each region with values for the Headline GMI of 57.0 in Europe, 58.6 in the Asia-Pacific area and 57.1 in the Americas respectively. In all regions the Index rose on its value in February.

Marketing Budgets by Medium
The global survey showed that in March the marketing budget allocation by medium across the world, saw a continuing reduction in finance allocated to TV. It has joined the other traditional media in their losing of marketing budget share, while digital and mobile continued to soar.

Panellists recorded that the absolute amount spent on TV budgets across the world fell in March with the Index registering a value of 48.4, down by 1.4. This decline follows six months with the Index oscillating around the 50.0 no change level. The collapse of TV budgets was most evident in the Americas where the Index value registered fell by 1.3 to 43.3. No growth has occurred in TV budgets in this region since August 2013. In the Asia-Pacific region the TV budget Index fell by 1.2 to 47.1, the eleventh successive month that the resources allocated to the medium has fallen Only in Europe did TV budgets continue to grow at a modest pace with an Index value of 53.8 in March down by 2.5 on the previous month.

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