Marketing budgets continue to improve across major regions, per Warc’s latest Global Marketing Index (GMI). This month, the budget component of the index recorded a value of 51.5, steady from last month and marking the 8th consecutive month above the threshold value of 50. (A score above 50 indicates a generally improving environment, while a score below 50 indicates a generally declining environment.) Last year, by contrast, budgets took a turn for the worse beginning in June, hitting one of the year’s low points in August.
Looking at the budget component breakdown by region, the data reveals that marketers in the Americas are still the most bullish, with a reading of 55.8. Those in the Asia-Pacific region saw a net decline in expectations, falling below the threshold of 50 to a score of 48.2, and overtaken by Europe’s sentiment score of 50 (up 0.3 points). That’s the first time in the history of the index that the outlook for marketing budgets was more positive in Europe than in the Asia-Pacific. Read the rest at MarketingCharts.