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Warc Global Marketing Index September 2012
1.
Global Marketing Index,
September 2012 March 2012 Monthly report for contributors Monthly report for contributors Headline GMI results by region Global Marketing Index improves 65.0 Jun-12 Jul-12 Aug-12 Sep-12 in September 59.6 60.0 57.7 • Global Marketing Index rises for second 56.2 month in a row 55.0 53.8 53.8 52.9 53.4 53.0 52.4 52.4 52.6 • Trading conditions improve significantly in the 51.3 Americas 50.0 50.2 50.0 • Marketing budgets continue to fall in Europe 48.9 48.1 45.0 Global The Americas Asia Pacific Europe Warc’s latest Global Marketing Index (GMI) has registered an increase in all regions for September Combines data for trading conditions, marketing budgets and staffing. Above 50.0 = generally improving 2012. Below 50.0 = generally declining Headline GMI, a metric combining panellists’ 70.0 responses on current trends in marketing budgets, Trading conditions by region trading conditions and staffing levels, extended its Jun-12 Jul-12 Aug-12 Sep-12 gains this month, reaching 52.9 (+0.5 points from 65.0 63.0 August). All three of the regions measured for the 60.2 report signalled a positive result: the Americas rose 60.0 to 59.6 in September– its highest headline GMI 55.9 55.9 54.9 54.5 54.8 result since April. Meanwhile, Asia Pacific recorded 55.0 54.1 54.4 54.7 54.0 53.8 points, while Europe reached 50.2. This 51.9 51.5 51.3 50.6 represents the region’s first net positive headline 50.0 GMI value – defined as an index reading of above 50.0 – since May. 47.9 45.0 The global index of trading conditions, one Global The Americas Asia Pacific Europe component of headline GMI, also remained in Above 50.0 = generally improving positive territory, reaching 54.7 for September (+0.3 Below 50.0 = generally declining points from August). All regions registered improved readings, with the Marketing budgets by region Americas up an impressive 2.8 points to 63.0 in May-12 Jun-12 Jul-12 Aug-12 Sep-12 September. This was the best result for the region 60.0 on this metric since April’s 63.6. Elsewhere, Asia- Pacific rose to 54.8 (+0.8 points), while European 55.0 marketers recorded a reading of 51.3 (+0.7 points). Regional variations could be seen in this month’s 50.0 results for marketing budgets, another component of headline GMI. The Americas signalled an 45.0 expansion of budgets this month, registering a value of 53.5, unchanged from August. 40.0 Meanwhile, Asia Pacific recorded 49.1 (up +3.1 Global The Americas Asia Pacific Europe points), while the European index rose to 44.8 Above 50.0 = generally improving (+3.9). Below 50.0 = generally declining © Warc In association with
2.
Global Marketing Index,
September 2012 March 2012 Monthly report for contributors Monthly report for contributors Global marketing budgets by medium In terms of the proportion of marketing budgets 90.0 May-12 Jun-12 Jul-12 Aug-12 Sep-12 allocated to individual media channels, trends for September remained broadly consistent with those of 80.0 previous months: continued declines in traditional 70.0 media budgets were counterbalanced by positive 60.0 results for digital and mobile. 50.0 The global reading for TV improved slightly for September, rising from 46.2 the month before to 47.2. 40.0 The last time TV returned a value above 50.0 was 30.0 April’s 51.6. Press continued to struggle relative to the 20.0 other media channels, recording a reading of 35.3 TV Press Digital (ex. Radio OOH Mobile this month. This latest result represents an mobile) improvement on the low of 33.0 recorded in June, but press remains deep in negative territory. Above 50.0 = generally improving Below 50.0 = generally declining By contrast, online ad media continued to show very high rates of monthly growth, signalling rapidly Global marketing budgets increased budget allocations. Digital ads excluding 54.0 53.7 mobile recorded an index reading of 74.0 globally in 51.5 September, while the mobile channel returned 67.2 52.0 50.3 this month. 50.0 Across all regions and media channels, budgets 48.0 49.3 recorded a global reading of 48.0 in September (+1.9 47.5 48.0 47.3 47.3 points from last month). This means that marketers’ 46.0 46.1 planned expenditures have been in net negative 44.0 45.3 45.2 territory since June. 43.9 42.0 Continuing global economic uncertainty has led to marketers adopting a generally conservative outlook over recent months. It remains to be seen if the recent announcements of bond-buying schemes from Above 50.0 = generally improving Below 50.0 = generally declining central banks in Europe and the US, which have resulted in sharp gains on global stock markets, will Staffing levels by region lead to an improvement in the broader economy and increased marketing budgets in the months ahead. 65.0 Jun-12 Jul-12 Aug-12 Sep-12 Staffing levels, the final contributor to headline GMI, 62.2 recorded mixed results in September, albeit 60.5 remaining in positive territory across all regions. 60.0 59.4 58.1 Globally, the metric registered a net decline for the 57.7 57.5 56.6 month, falling from 56.6 to 56.1. Region by region, the 55.7 56.1 55.5 55.1 Americas continued at a very high level, up 2.8 points 55.0 54.6 54.4 54.0 54.4 53.7 to 62.2, while Asia Pacific (–0.2 points to 57.5) and Europe (–0.7 to 54.4) both registered small declines. Warc is recruiting for the Global Marketing Index 50.0 panel. Please refer colleagues and contacts to: Global The Americas Asia Pacific Europe http://w w w .w arc.com/gmi Above 50.0 = generally improving Below 50.0 = generally declining © Warc In association with
3.
Global Marketing Index,
September 2012 March 2012 Monthly report for contributors Monthly report for contributors About the Index About Warc The Global Marketing Index provides a unique Warc is the global provider of ideas and evidence monthly indicator of the state of the global marketing to marketing people. It has produced trusted and industry, by tracking current conditions among independent data on advertising expenditure and marketers. media costs for more than 25 years, and has partnerships with leading advertising Our global panel (1,225 members) consists of organisations in more than 80 countries. Warc’s experienced executives working for brand owners, premium online service, www.warc.com, is the media owners, creative and media agencies and largest single source of intelligence for the other organisations serving the marketing industry. marketing, advertising and media communities The panel has been carefully selected to reflect worldwide. With subscribers in over 100 countries, trends in the three main global regions: Americas, warc.com is a unique resource relied upon by Asia Pacific and Europe. major creative and media agency networks, market research companies, media owners, Methodology multinational advertisers and business schools, to Data collection period: 3–14 September 2012 help tackle any marketing challenge. In addition to the online service, Warc publishes five The Global Marketing Index results are calculated magazines, provides industry data and runs by taking the percentage of respondents that report events. that the activity has risen (“Increasing") and adding it to one-half of the percentage that report the activity To find out more about Warc, take a free trial at has not changed (“Unchanged"). Using half of the www.warc.com/trial “Unchanged" percentage effectively measures the bias toward a positive (above 50 points) or negative (below 50 points) index. As an example of calculating a diffusion index, if the response is 40% “Increasing," 40% “Unchanged," and 20% “Reducing," the Diffusion Index would be 60 points (40% + [0.50 x 40%]). A value of 50 indicates "no change" from the previous month. About World Economics The more distant the index is from the amount that World Economics is an organisation dedicated to would indicate "no change" (50 points), the greater producing analysis, insight and data relating to the rate of change indicated. Therefore, an index questions of importance in understanding the value of 58 indicates a faster rate of increase than an world economy. The primary research objective is index value of 53, and an index value of 40 indicates to encourage and assist the development of better a faster rate of decrease than an index value of 45. A and faster measures of economic activity. In cases value of 100 indicates all respondents are reporting where we believe we can contribute directly, as increased activity while 0 indicates that all opposed to through highlighting the work of respondents report decreased activity. others, World Economics produces our own measures of economic activity. The work of World For more information about the Economics is mainly of interest to investors, Global Marketing Index: organisations and individuals in the financial Suzy Young, Warc Data Editor sector and to significant corporations with global gmi@warc.com operations, as well as governments and academic economists. Please visit the Global Marketing Index for Find out more at www.worldeconomics.com further information or to register for the panel www.warc.com/gmi © Warc
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