Marketing spending sends mixed signals

In this article, GroupM's Adam Smith analyses the company's first media and marketing revenue forecast.

Marketing spending sends mixed signals

Adam SmithGroupM

GroupM has recently produced its first media and marketing revenue forecast (some results of which are shown in the table below). It will publish two of these each year for the UK, and produce other single and multi-country reports as part of the series.

These forecasts venture beyond traditional advertising media to estimate investment in other marketing activities such as sponsorship, public relations and market research, which, together, are as large as advertising. The approximately 50–50 media-to-marketing ratio appears stable, though do-not-call has taken its toll on the marketing half in the...

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