|
 
|
|
 
|
|
 
|
|
 
|
|
 
|
|
 
|
|
|
|
Regional media buyers dispute Warc’s report on APAC's 'plunging' marketing budgets
Although Warc’s latest global marketing index (GMI) shows that marketing budgets in the region have dropped ‘significantly’ in August, media specialists in the region have noticed no change in client ad spend.
Warc reported that marketers have ‘declining confidence’ in the Asia-Pacific region, where budgets have ‘generally decreased’, giving the region an index score of 46.0, down from 50.8 last month. (In the Warc report, a reading of 50 is neutral.)
This pulled down the headline GMI measure—which combines readings for trading conditions and staffing levels alongside marketing budgets—for Asia-Pacific down to 52.6 from 53 last month.
Commenting on the August 2012 GMI results, Suzy Young, data editor at Warc, said: "In the months ahead, it will be interesting to see if the sudden dip for Asia Pacific is representative of a more deep-rooted downturn."
Malcolm Hanlon, COO for Asia-Pacific at Zenith Optimedia told Campaign Asia-Pacific that the media agency has not seen evidence of a ‘big downturn’ in August. “Everyone’s cautious, and there’s a little bit of feeling that China’s factory output may be slowing down, but consumers are still upbeat,” he said. “As long as consumers are still spending, marketing budgets aren’t affected that much.”
Read More