Global marketing activity remains steady

The GMI registered 55.1 in May – the same as April’s figure – with all regions recording growth in marketing activity and Europe posted the highest index reading. However, both Europe and the Asia Pacific recorded values down slightly on their values in April.

The allocation of media spending to Press, Radio and OOH continued falling in May both globally and on a regional basis as spend was shifted to digital and mobile (which both grew rapidly in May). Resources allocated to TV continued to fall in all regions with values below 50.0 apart from in Europe where it continued to attract increasing advertising spend. 

The World Economics Global Marketing Index (GMI) is a monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers. Its global panel ( 2,000+ members) consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry.