Global Marketing Budgets Grow for the First Time in 18 months

Global marketing budgets are growing for the first time in 18 months, according to the latest findings from WARC’s Global Marketing Index (GMI). 

Developed by WARC, the GMI is a monthly indicator of the state of the global marketing industry based on current conditions among practitioners. An index value above 50.0 indicates growth, while below 50.0 suggests a decline. Practitioners who complete the survey receive the full analysis report.

The latest findings from the GMI suggest that confidence is returning to the marketing industry, after a period of uncertainty resulting from high inflation and the cost-of-living crisis.

The index for global marketing budgets reached 50.7 in December, the first time it has been in growth since June 2022 (53.3). The upward trajectory has been driven by growth in the Americas (54.8) and Europe (52.9), but marketing budgets continue to contract in Asia Pacific (42.9).

At a channel level, the GMI finds continued growth globally in budgets for mobile (63.7), digital excluding mobile (62.0) and OOH media (54.6). However, TV budgets globally have seen the rate of decline increase month-on-month, from 48.6 in November to 46.8 in December, while budgets for radio (45.3) and press (35.0) globally continue to decline.

Credit: WARC