Warc Global Marketing Index September 2012


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Warc Global Marketing Index September 2012

  1. 1. Global Marketing Index, September 2012 March 2012Monthly report for contributorsMonthly report for contributors Headline GMI results by regionGlobal Marketing Index improves 65.0 Jun-12 Jul-12 Aug-12 Sep-12in 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 EuropeWarc’s latest Global Marketing Index (GMI) hasregistered an increase in all regions for September Combines data for trading conditions, marketing budgets and staffing. Above 50.0 = generally improving2012. Below 50.0 = generally decliningHeadline GMI, a metric combining panellists’ 70.0responses on current trends in marketing budgets, Trading conditions by regiontrading conditions and staffing levels, extended its Jun-12 Jul-12 Aug-12 Sep-12gains this month, reaching 52.9 (+0.5 points from 65.0 63.0August). All three of the regions measured for the 60.2report signalled a positive result: the Americas rose 60.0to 59.6 in September– its highest headline GMI 55.9 55.9 54.9 54.5 54.8result since April. Meanwhile, Asia Pacific recorded 55.0 54.1 54.4 54.7 54.053.8 points, while Europe reached 50.2. This 51.9 51.5 51.3 50.6represents the region’s first net positive headline 50.0GMI value – defined as an index reading of above50.0 – since May. 47.9 45.0The global index of trading conditions, one Global The Americas Asia Pacific Europecomponent of headline GMI, also remained in Above 50.0 = generally improvingpositive territory, reaching 54.7 for September (+0.3 Below 50.0 = generally decliningpoints from August).All regions registered improved readings, with the Marketing budgets by regionAmericas up an impressive 2.8 points to 63.0 in May-12 Jun-12 Jul-12 Aug-12 Sep-12September. This was the best result for the region 60.0on this metric since April’s 63.6. Elsewhere, Asia-Pacific rose to 54.8 (+0.8 points), while European 55.0marketers recorded a reading of 51.3 (+0.7 points).Regional variations could be seen in this month’s 50.0results for marketing budgets, another componentof headline GMI. The Americas signalled an 45.0expansion of budgets this month, registering avalue of 53.5, unchanged from August. 40.0Meanwhile, Asia Pacific recorded 49.1 (up +3.1 Global The Americas Asia Pacific Europepoints), 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. 2. Global Marketing Index, September 2012 March 2012Monthly report for contributorsMonthly report for contributors Global marketing budgets by mediumIn terms of the proportion of marketing budgets 90.0 May-12 Jun-12 Jul-12 Aug-12 Sep-12allocated to individual media channels, trends forSeptember remained broadly consistent with those of 80.0previous months: continued declines in traditional 70.0media budgets were counterbalanced by positive 60.0results for digital and mobile. 50.0The global reading for TV improved slightly forSeptember, rising from 46.2 the month before to 47.2. 40.0The last time TV returned a value above 50.0 was 30.0April’s 51.6. Press continued to struggle relative to the 20.0other media channels, recording a reading of 35.3 TV Press Digital (ex. Radio OOH Mobilethis month. This latest result represents an mobile)improvement on the low of 33.0 recorded in June, butpress remains deep in negative territory. Above 50.0 = generally improving Below 50.0 = generally decliningBy contrast, online ad media continued to show veryhigh rates of monthly growth, signalling rapidly Global marketing budgetsincreased budget allocations. Digital ads excluding 54.0 53.7mobile recorded an index reading of 74.0 globally in 51.5September, while the mobile channel returned 67.2 52.0 50.3this month. 50.0Across all regions and media channels, budgets 48.0 49.3recorded a global reading of 48.0 in September (+1.9 47.5 48.0 47.3 47.3points from last month). This means that marketers’ 46.0 46.1planned expenditures have been in net negative 44.0 45.3 45.2territory since June. 43.9 42.0Continuing global economic uncertainty has led tomarketers adopting a generally conservative outlookover recent months. It remains to be seen if therecent announcements of bond-buying schemes from Above 50.0 = generally improving Below 50.0 = generally decliningcentral banks in Europe and the US, which haveresulted in sharp gains on global stock markets, will Staffing levels by regionlead to an improvement in the broader economy andincreased marketing budgets in the months ahead. 65.0 Jun-12 Jul-12 Aug-12 Sep-12Staffing levels, the final contributor to headline GMI, 62.2recorded mixed results in September, albeit 60.5remaining in positive territory across all regions. 60.0 59.4 58.1Globally, the metric registered a net decline for the 57.7 57.5 56.6month, falling from 56.6 to 56.1. Region by region, the 55.7 56.1 55.5 55.1Americas continued at a very high level, up 2.8 points 55.0 54.6 54.4 54.0 54.4 53.7to 62.2, while Asia Pacific (–0.2 points to 57.5) andEurope (–0.7 to 54.4) both registered small declines.Warc is recruiting for the Global Marketing Index 50.0panel. Please refer colleagues and contacts to: Global The Americas Asia Pacific Europehttp://w w w .w arc.com/gmi Above 50.0 = generally improving Below 50.0 = generally declining© Warc In association with
  3. 3. Global Marketing Index, September 2012 March 2012Monthly report for contributorsMonthly report for contributorsAbout the Index About WarcThe Global Marketing Index provides a unique Warc is the global provider of ideas and evidencemonthly indicator of the state of the global marketing to marketing people. It has produced trusted andindustry, by tracking current conditions among independent data on advertising expenditure andmarketers. media costs for more than 25 years, and has partnerships with leading advertisingOur global panel (1,225 members) consists of organisations in more than 80 countries. Warc’sexperienced executives working for brand owners, premium online service, www.warc.com, is themedia owners, creative and media agencies and largest single source of intelligence for theother organisations serving the marketing industry. marketing, advertising and media communitiesThe 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 byAsia Pacific and Europe. major creative and media agency networks, market research companies, media owners,Methodology multinational advertisers and business schools, toData collection period: 3–14 September 2012 help tackle any marketing challenge. In addition to the online service, Warc publishes fiveThe Global Marketing Index results are calculated magazines, provides industry data and runsby taking the percentage of respondents that report events.that the activity has risen (“Increasing") and adding itto one-half of the percentage that report the activity To find out more about Warc, take a free trial athas not changed (“Unchanged"). Using half of the www.warc.com/trial“Unchanged" percentage effectively measures thebias toward a positive (above 50 points) or negative(below 50 points) index. As an example of calculatinga diffusion index, if the response is 40% “Increasing,"40% “Unchanged," and 20% “Reducing," the DiffusionIndex would be 60 points (40% + [0.50 x 40%]). Avalue of 50 indicates "no change" from the previousmonth. About World EconomicsThe more distant the index is from the amount that World Economics is an organisation dedicated towould indicate "no change" (50 points), the greater producing analysis, insight and data relating tothe rate of change indicated. Therefore, an index questions of importance in understanding thevalue of 58 indicates a faster rate of increase than an world economy. The primary research objective isindex value of 53, and an index value of 40 indicates to encourage and assist the development of bettera faster rate of decrease than an index value of 45. A and faster measures of economic activity. In casesvalue of 100 indicates all respondents are reporting where we believe we can contribute directly, asincreased activity while 0 indicates that all opposed to through highlighting the work ofrespondents report decreased activity. others, World Economics produces our own measures of economic activity. The work of WorldFor more information about the Economics is mainly of interest to investors,Global Marketing Index: organisations and individuals in the financialSuzy Young, Warc Data Editor sector and to significant corporations with globalgmi@warc.com operations, as well as governments and academic economists.Please visit the Global Marketing Index for Find out more at www.worldeconomics.comfurther information or to register for the panelwww.warc.com/gmi© Warc