Marketing budgets take a hit
The World Economics’ Global Marketing Index (GMI) fell 0.8 to 54.1 (down from June’s figure of 54.9 and May’s 55.1 ). In Europe it fell 1.3 from 58.0 in June to 56.7 in July – in the Americas it fell 0.6 to 52.5 and stayed the same in Asia at 54.6 according to Warc.
The score is based on a global panel of 2,000 members with GMI rated as positive or negative against a value of 50 (no change) – the more distant the index is from 50 the greater the rate of change.
Traditional advertising – TV, press, radio and OOH – all registered below 50 values, showing a decline in spend in this area.
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