Digital and Mobile Continues to Dominate Share of Marketing Budgets

World Economics

  • Global marketing budgets rise for 28th consecutive month
  • Traditional Media continue to suffer
  • Staffing growth remains robust

Overview

The Headline Global Marketing Index (GMI) for June registered a value of 55.3 indicating continuing strong growth in marketing activity. Growth was recorded across the globe with headline GMI recorded values of 55.7, 54.7 and 55.8 in Europe, the Asia-Pacific area and the Americas respectively.

Marketing Budgets by Medium

In June, the Global Marketing Index showed that the allocation of marketing budgets assigned to TV continued falling with an index value of 46.8, below the 50.0 ‘no change’ level. This was the seventh successive month that the global TV index indicated a fall in TV’s share of marketing budgets. TV’s falling share has been particularly severe in the Americas with an index value registered of only 40.1. The last month of TV growth in this region was recorded 12 months ago. TV expenditure also declined in the Asia-Pacific region with an index recorded of 45.0.