Advertiser confidence on the rise

Confidence among marketers at their company's financial performance is at the highest level for 12 months, according to the latest IPA Bellwether Report. However, this has not translated into a great increase in short-term planned marketing spend.

Advertiser confidence on the rise

The report, which surveys marketing directors at 300 UK companies, reveals that, for the final quarter of the 2012/13 financial year, marketing budgets recorded a fall for the fifth successive year.

While the internet continued to put in a strong growth performance, there were declines in main advertising, direct marketing and sales promotion in the final quarter (see chart below).

The Bellwether survey predicts that, while adspend will fall by 0.3 per cent in 2013, it will grow by 2.3 per cent in 2014, with the World Cup that year a key contributor.

Paul Bainsfair, the director-general at the IPA, said: "While there is continued concern about the economic outlook, things do seem to be holding up."

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).