Rising Fast

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LONDON, Tuesday: Marketing budgets are expanding at a rate never seen before, following deep cuts during the initial wave of the coronavirus outbreak in 2020, according to WARC Data’s Global Marketing Index.

The GMI is a monthly indicator of the state of the global marketing industry based on current conditions among practitioners. An index value above 50.0 indicates growth, while below 50.0 indicates decline.

“Oceania is seeing the quickest rise.”

The global index for marketing budgets reached 59.2 in April, the quickest growth recorded in the GMI’s nine years of industry tracking. This compares to the reading of 13.4 seen in May 2020, which was the steepest decline ever recorded.

All media saw investment accelerate in April, but growth continues to be led by online channels. TV is the only legacy medium to see growth.

Marketing budgets are in growth across all regions, with Oceania seeing the quickest rise (an index value of 64.4 is indicative of rapid growth). Budget growth in the Americas and Europe also accelerated in April.

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