LONDON: Sentiment in the marketing industry became significantly more positive in February, with optimism highest of all in the Americas, a new Warc report has suggested.
The Global Marketing Index (GMI), which tracks overall industry opinion, rose from 52.9 to 56.2 from January to February. A score of 50 on the index indicates neutral sentiment.
Warc compiles the Index in association with World Economics by tracking the opinions of an online panel of global marketers. The overall Index measures sentiment on three issues: marketing budgets, trading conditions and staffing levels.
Regionally, results were in line with macro-economic trends. Respondents from the Americas, which have seen signs of an economic recovery over recent months, were most positive of all, with headline GMI rising from 56.5 to 62.9 in February.
Sentiment in Asia Pacific, which has avoided the worst of the economic downturn, rose from 53.4 to 56. But Europe, which is still suffering from the effects of the eurozone public debt crisis, lagged behind, recording 52.0, up from 50.4 in January.
In terms of the individual components that contribute towards headline GMI, marketing budgets showed a slight global decline, scoring 49.3. This was an improvement on January's 47.3, suggesting a return to growth is on the cards for the months ahead.
Media-wise, the latest global Index showed continued strong increases in digital and mobile adspend, and month-on-month declines for TV, radio, outdoor and print.
Trading conditions also improved, with the global Index rising from 54.4 to 59.7. This included wide regional variations, with Europe scoring 56.1, Asia Pacific 59.2 and the Americas 66.2.
Staffing levels showed a similar pattern, with February's global average (59.5, up from 57.1 in January) being lagged by Europe (55.7), roughly matched by Asia Pacific (59.9) and outperformed by the Americas (65.8).
Marketers can join the Panel by visiting the GMI page on warc.com.
Data sourced from Warc; additional content by Warc staff