TORONTO: Canada's Institute of Communications and Advertising on Tuesday published its quarterly survey of marketing budgets, signalling an upbeat mood among the nation's largest marketers. The data also indicates that the final quarter of 2006 will finish in robust health with buoyant growth in the coming year.
The ICA/Canada Post survey, conducted by NTC Research, is based on information provided by a panel of 270 senior marketing executives in companies coast-to-coast.
It reveals that current marketing budgets were revised upward in the final quarter of last year, while the indications for 2007 point to budgets boosted by healthy corporate profits and plans for business expansion.
The upward revision to current marketing budgets in Q4 was the second-strongest seen over the past two-and-a-half years, with 22% of companies reporting upward revisions and just 9% adjusting downward.
Full details of the overall picture plus sector-by-sector information can be accessed by clicking here.
Data sourced from ICA (Canada); additional content by WARC staff