Q1 2019 Bellwether Report

The Bellwether Report is researched and published by IHS Markit on behalf of the Institute of Practitioners in Advertising. The report features original data drawn from a panel of around 300 UK marketing professionals and provides a key indicator of the health of the economy. The survey panel has been carefully selected to represent all key business sectors, drawn primarily from the nation’s top 1000 companies.

Key findings from the Q1 2019 survey:

• Total marketing budgets upwardly revised to highest level in one-and-a-half years after flatlining in Q4 2018
• Boosts to internet advertising, main media and events budgets drive overall upward revision in Q1 2019
• 2019/20 budget forecasts at most subdued since 2009
• Marketers’ confidence levels remain significantly negative
• Adspend growth to be modest in 2019, but improvement forecast for 2020

Commenting on the latest survey results, Paul Bainsfair, IPA Director General, says:

"This sharp increase following Q4 2018’s flatlining signals that UK marketing budgets have received a much-needed kiss of life in an economy gripped by Brexit uncertainty. The smart marketers realise that to grow their businesses, they must invest in them, particularly in mass reach, long-term media. While the forecast for the year ahead remains uncertain given the seemingly endless Brexit negotiations, those that want real competitive advantage should follow the proven rule that if you increase your share of voice above your share of market, you should expect to experience growth."