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Marketers TV Budgets Sag Despite Global Optimism

Trend Summary: Although marketers' TV budgets have declined globally for the second successive month, optimism still reigns in the world's key markets.

In all of the three regions (Americas, Asia Pacific and Europe) measured in April by online marketing intelligence service, the latter's Global Marketing Index (GMI) reveals that despite a decline in TV spending for the second successive month, overall marketing optimism ...

... remains buoyant. 

Warc's headline GMI registered an average 56.5 points in April (in which a reading of 50 indicates no change and 60+ suggests rapid growth), signalling that marketers worldwide experienced increased business activity.

There were modest variances across the regions, with Asia-Pacific registering the highest headline GMI of 57.7 points, followed by the Americas (56.3) and Europe (55.8). These figures are based on a three month moving average to mitigate abnormal seasonal variations.

Compiled for WARC by London-based World Economics, the GMI provides a unique monthly indicator of the state of the global marketing industry because it tracks current conditions for marketers as well as their expectations for trading conditions, marketing budgets and staffing levels.

On the first of these measures, the global trading conditions index stood at 58.6, down 0.9 points from March, but still indicative of strong improvement. Asia-Pacific recorded the highest score of 60.9 in April, followed by Europe (57.7) and the Americas (57.4).

The staffing index, which reflects the number of staff hired compared to the same period last year, registered a value of 58.3 in April. Recruitment was particularly strong in the Americas, where the index registered 59.6, followed by Asia-Pacific (58.4) and Europe (57.5).

According to World Economics ceo Ed Jones: "Mobile and digital media continued to gain budget share while expenditure on TV fell as declining viewing suggests it may soon realise the same falling trend in absolute expenditure share experienced by other traditional media".

Read the original unabridged article.

[Estimated timeframe:Q2 2015 onward]

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