The headline GMI, a metric which combines monthly responses from a global panel of marketers regarding trends they have observed in marketing budgets, trading conditions and staffing levels, registered a reading of 55.0 in January, according to Warc’s Global Marketing Index. For the index a figure of above 50.0 represents generally improving condition.
The figure represents an improvement of 2.5 points from December and is the index’s highest recorded value since May 2012. At a regional level, marketers in Asia Pacific registered the biggest increase in headline GMI: the index rose by 2.3 points to a value of 53.8.
The Americas remains the most positive region, with a coparable reading of 58.0. While Europe remains the least positive, the European headline GMI returned to growth in January, rising to 51.9 from 49.7 last month. This is the first time the index has shown an improvement in the region since September 2012.
Warc reported that the Index for global trading conditions continues to indicate “fairly rapid improvement” for January on 57.9, a modest 0.8 point rise from December. Asia Pacific (57.8) and Europe (55.4) both registered month on month increases. The same index for the Americas stands at 59.3, representing a 1.8 point decline from the previous month.
Suzy Young, data editor at Warc, said: “Positive budget setting in the Americas has lifted the index for global marketing budgets into growth territory for the first time since May. But despite an improving outlook in terms of general trading conditions, marketers in Asia Pacific and Europe continue to scale back their budgets.”
