Progress in advertising budgets slowed in February
Marketing budgets continue to expand in 2022 though at a slower rate than at the end of last year, according to the latest figures from WARC Data’s Global Marketing Index (GMI).
Developed by WARC, the GMI is a monthly indicator of the state of the global marketing industry based on current conditions among practitioners. An index value above 50.0 indicates growth, while below 50.0 indicates decline. Practitioners who complete the survey receive the full analysis report.
Global marketing budgets recorded a total index value of 60.3 in February. This is a slowdown from the 66.1 seen in December, suggesting the strong advertising recovery seen in 2021 may now be easing to more ‘normal’ levels.
This slowdown is tracked visible across all six media. Mobile and digital marketing budgets continue to see the quickest growth, followed by TV and out-of-home media. Radio budgets have fallen into decline this year while the drop in press marketing quickened in February.
The latest report also shows that the strong staffing levels growth in marketing teams seen in 2021 has been maintained this year. Growth across the marketing industry is slowing in Asia Pacific as the Omicron variant spreads, whereas Europe and the Americas are seeing a more gradual slowdown.
The Global Marketing Index provides a unique monthly indicator of the state of the marketing industry.
If you are currently working for a brand owner, media owner, creative or media agency – or any other organization serving the marketing industry – then we want you to take part in our survey. The full report is shared with participants.
