Q2 2019 Bellwether Report

Rising political and economic uncertainty generates caution among businesses

The IPA Bellwether Report is a quarterly survey outlining companies’ marketing spend intentions and financial confidence.

Q2 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 Q2 2019 survey:

  • Growth in first quarter proves to be temporary as no change in marketing budgets registered in Q2
  • Rising political and economic uncertainty generates caution among businesses
  • Own-company financial prospects at most negative since the end of 2011
  • Internet marketing strongest growing as firms target digital and social media
  • Adspend to grow modestly in 2019, but improvements forecast for 2020 onwards

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

"Between Boris, Jeremy and Brexit, coupled with a dip in consumer confidence, it is perhaps no wonder that this quarter’s Bellwether shows zero growth to overall UK marketing budgets. Until a clearer political and economic path is outlined, the vast majority of companies are locked in stasis. It is reassuring to see, however, that some companies are revising up their investment in main media advertising; this is where they will build the longer term growth of their brands, which is crucial to weathering these tougher times."