Notes: Not surprisingly, digital (excluding mobile) marketing budget expectations have been rapidly increasing throughout the first 4 months of the year, although it’s surprising to see them slightly exceed mobile budget optimism. TV budgets appear to be holding steady, but the same can’t be said for other traditional media. Overall, Warc’s global marketing budget index stayed in positive territory in April with a reading of 55.6. (A score above 50 indicates a generally improving environment.)
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.
Data collection period: 7-18 April 2014. 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.