... all regions.
Headline GMI values for Europe, the Asia-Pacific region and the Americas stand at 56.4, 54.3 and 54.5 respectively.
The aggregated America’s GMI value for the Americas disguises two very different economic climates since North America, with a GMI of 60.9 shows very strong growth, while South American countries, are showing decreasing marketing activity, with a GMI of 42.0, below the 50.0 no-change figure.
This contrasting climate is congruent with the findings of the World Economics SMI’s Standard Media Indices [SMI's] for the United States and Latin American economies. The USA is enjoying solid levels of economic growth whereas Latin America as a whole is now in recession.
The share of internet media (Digital and Mobile) in marketing budgets continued to expand rapidly in August. Digital advertising registered a high Index value of 73.8 globally. while mobile advertising registered an Index value of 71.0.
The two media grew at very strong rates in all regions apart from South America where the Index value for Mobile of 45.2 indicates a fall in spending in the medium.
Nevertheless, Digital still grew very strongly in the region with an Index value of 61.3 even when compared with a value of 71.5 in North America. At current rates of growth, Digital and Mobile should have the largest share of marketing budgets by 2016, after being close to zero at the Millennium.
Meanwhile, traditional media generally continued their decline in August. The allocation of marketing budgets assigned to TV recorded an index value of 45.3, below the 50.0 ‘no change’ level.
This was the ninth consecutive month that the global TV index indicated a fall in spending in the medium.
Expenditure allocated to TV fell in the Americas with an index value of 39.9, and of 29.0 in South America. The medium’s share of budgets also fell in the Asia-Pacific region where the index recorded a value of 45.3, while TV in Europe showed continuing weak but steady growth with an Index value of 52.4.
Read the original unabridged Global Marketing Index article.