LONDON/WASHINGTON: Marketing budgets have increased for the first time in more than six months at the worldwide level, according to Warc’s latest Global Marketing Index. The Global Marketing Index, which draws on data from a panel of 1,225 executives, revealed that the monthly index for global marketing budgets stood at 50.4 points in January, on a scale where scores over 50 points indicated a positive trend.
As well as constituting the first growth witnessed on this measure since May 2012, this result marked only the fourth such expansion during the last 16 months.
The Americas enjoyed an increase from 50.2 points to 53.9 points in January month on month. Budgets, however, were being trimmed in Asia Pacific, on 48.1 points, and Europe, on 46.2 points.
“Positive budget setting in the Americas has lifted the index for global marketing budgets into growth territory for the first time since May,” said Suzy Young, Warc’s data editor, said.