Notes: Global marketing budget optimism dipped a little quarter-over-quarter in Q3, but remains positive, with September marking the 21st consecutive month of budget improvement. Not surprisingly, marketers are most pessimistic about traditional media, with print and radio seeing the biggest budget contractions and TV mostly flat. Online and mobile, by contrast, are growing rapidly, though budget optimism was slightly tempered during the Summer months.
About the Data: Warc’s global panel (1,225 members) consists of experienced executives working for brand owners, media owners, creative and media agencies and other organizations serving the marketing industry. The panel has been carefully selected to reflect trends in the three main global regions: Americas, Asia Pacific and Europe.
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.
Data collection periods: 1-12 September (for the September data); 4-15 August (for the August data); and 7-18 July (for the July period).