Global Marketing Budgets Show Signs of Decrease for Digital Channels

Digital channels reported a decrease in budgeted spend in November, while non-digital budgets showed little improvement, according to WARC Media’s latest 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 indicates a decline. Practitioners who complete the survey receive the full analysis report.

After consistent growth since August this year, non-mobile digital channels recorded a slip in marketing budgets in November with an index of 59.1, down from 59.4 last month. The index for mobile marketing spend also dropped from 59.9 to 59.3. The decline in marketing budgets for TV eased for a third consecutive month (45.6, compared to 41.9 in September), although non-digital channels including out-of-home (OOH), press, and radio continued to see budgets stall or decrease further.

Marketing budgets saw a recovery in all regions and Asia Pacific continued to be the only region with a budget rise. While the indices for Europe (36.6) and the Americas (48.9) remain in decline, both regions have shown improvements since their lowest positions in September.

The global trading conditions index ended at 46.7 in November, with the Americas seeing its global trading conditions index decline again after a brief uptick in September.

Credit: WARC