Clients boost spend in traditional channels

Increases in client spend on traditional media channels have outstripped that on digital for the first time in three years, according to the latest IPA Bellwether Report.

A net balance of 11.7 per cent of companies said they had increased their main media budgets in the first quarter of 2014, while only 8.5 per cent raised internet spend over the same period. Main media includes TV, mobile film, press, radio, cinema, outdoor directories and some online channels.

Overall, a net balance of 20.4 per cent of companies increased their marketing budgets in Q1 – the biggest growth since records began in 2000. The second-highest was in Q3 2013, when a net balance of 13.5 per cent increased their budgets.

The Bellwether Report cal­culates net balance by subtracting the percentage of companies reporting a downward revision from those registering an upward one.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

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
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published