Europe’s marketing budget improves although Asia declines

Warc’s global index for marketing budgets rose 0.5 pointsto 52.0 in September suggesting an increase in spending overall.

Europe saw is highest reading since the index began in October 2011, rising 2.8 points to 52.8 while the Americas again suggested strong growth for expected budgets at 55.2 – although this was a 0.6 point decline from August.

However, Asia Pacific saw its third month of declining spending, falling 0.4 points to 47.8.

The global headline GMI remained positive despite slightly falling back to 54.7 with Asia Pacific showing the sharpest month drop at 51.7, a 2.1 decline while Europe and the Americas saw very little change, rising 0.1 points to 54.9 and a 0.5 point drop to 57.8 respectively.

The global index of trading conditions was 55.6, down 1.5, with Asia Pacific falling to its lowest recorded level of 52.2, down 2.8 points, while the Americas fell by 0.8 points to 60.4. Europe saw conditions improve with the index rising 0.4 points to 55.6.

Meanwhile, the global index of staffing levels continued to indicate increased hiring in every region despite falling 1.7 points to 56.5.

The index stayed stable in the Americas at 57.8, was down 3.0 in Asia Pacific to 55.2 and also fell in Europe, down 3.1 point to 56.2.

Warc assistant data editor Tom Bristow said: “Europe’s sudden jump in its marketing budget index is a good sign for the region’s marketing industry, if its sustained in future months.”