International consultancy Warc said global marketing budgets have now fallen for four months in a row, as traditional media spending continues to decline.
“Marketing budgets have been in net negative territory globally for four consecutive months,” said Warc, which combines monthly responses from a global panel of marketers.
The firm's Global Marketing Index (GMI) actually rose in September, buoyed by “very high rates of growth” in online ad channels spend. It's now at 52.9, well short of the mark of 60, which indicates rapid growth in marketing spend.
Warc said in its latest research, continued declines in traditional media budgets were counter-balanced by positive results for digital and mobile. Press continued to struggle relative to the other media channels.
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