Marketing budgets up at record rate

Confidence among UK marketers continued to rise in the third quarter, with advertising budgets revised upwards at the strongest rate in nearly 13 years.

Marketing budgets up at record rate

The latest IPA Bellwether Report reveals a net balance of 12.3 per cent of companies registering an increase in budgets between July and September. The net balance is calculated by subtracting the percentage reporting a downward revision from that registering an upward revision.

The internet recorded the biggest increase in the period (11.7 per cent), while direct marketing budgets registered the steepest decline (3.4 per cent). Traditional media advertising saw a second successive period of growth, up 3.4 per cent – the strongest since the third quarter of 2010.

The findings build on the 7.3 per cent upward revision in Q2 and mean a fourth consecutive quarter of marketing budget growth. Respondents were also more optimistic about the financial prospects of their own companies than they have been for eight-and-a-half years.

Paul Bainsfair, the director-general of the IPA, said the report was "a welcome boost to our industry".

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
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More