IPA publishes pilot Bellwether report
Sixty per cent of companies reported an increase in their annual marketing budgets for 2000 with internet marketing found to account for an average of 2.3% of total marketing spend, according to a new survey of marketing expenditure produced for the Institute of Practitioners in Advertising (IPA) by NTC Research
. The IPA published the pilot for its new Bellwether Reports today (1st June 2000) in what is the start of a quarterly survey of marketing expenditure. The results of its pilot survey found that budgets for media spend, direct marketing and other marketing all rose on 1999 levels and further upward revision to budgets in the first quarter of the year signal a further upward trend in business confidence. This new quarterly Bellwether Report, commissioned by the IPA, is based on a questionnaire survey of over 200 UK-based companies that have agreed to provide regular quarterly information on trends in their advertising and marketing activities. The panel has been carefully selected to ensure that the survey data provide an accurate indication of actual marketing trends in the economy as a whole and includes a broad variety of advertisers in terms of company size, market sector and geographical location.
The results of the first quarterly survey indicate that marketing budgets for the financial year 2000 rose significantly on actual expenditures in 1999. Over 60% of the survey panel reported a real terms rise in their total marketing budgets for 2000, compared to actual spend in 1999.
The data also indicate that the first quarter of 2000 saw a modest upward revision to total marketing budgets. Budgets for media advertising expenditure were also reported to have risen strongly, compared to actual spend in 1999, with almost half the panel reporting a rise in budgeted media adspend for 2000, over twice the proportion that reported a decline.
Advertisers also reported a sharp overall increase in their direct marketing budgets for the financial year 2000. And internet marketing budgets recorded the strongest upward revision of all components of total marketing in the first quarter of the year.
Rupert Howell, President of the IPA said, ‘I am delighted that the IPA and NTC Research have got together to produce this programme of quarterly surveys of marketing expenditure. And even more delighted that this first pilot survey has such encouraging results for business confidence in this country. I said when I became President of the IPA that the advertising agencies in this country are the bellwether of the economy. We research the nation every day. This regular report will help position the advertising industry as a key player in Great Britain plc and I am confident that these quarterly surveys will come to be regarded as one of the leading indicators for the UK economy.’
The next Bellwether Report, covering the second quarter of 2000, will be available on 17 July 2000.
To subscribe to the Bellwether report please contact Markit on 01491 418 700, email
Bellwether costs £500 per annum (£375 for IPA members) for the report, £650 per annum for the data (£487 for IPA members) and £1000 per annum for both the report and data (£750 for IPA members).
Last updated 19/09/2008