Major recovery for media spending underway: Warc

The GMI combines data about business conditions, staffing, and marketing budgets gathered from a panel of executives from brand owners, agencies, and other companies. A reading of 50 indicates no change, and a reading of more than 60 indicates rapid growth. 

The global measure of expenditure rose from a level of 51.5 in March to 53.7 in April, with Europe rising above 50 (to 50.4) for the first time since Warc created the index in November 2011. Asia's number rose from 57.9 to 58.3. The Americas continue to lead the index, with a score of 61.3.

Warc also reported that marketers continue to reallocate budgets to new media. Digital (78.3) and mobile (70.2) were the top performers, and TV was the only other medium that showed net growth (51.6). Print recorded the lowest global reading at 37.1.

Warc is recruiting for the Global Marketing Index panel.