UK: IPA Bellwether Q4 2019 – Digital spend to soar 8%

What's New in Publishing 15 Jan 2020 08:00

As Boris Johnson set out to “get Brexit done” in Q4 2019 and sent the public to the polls to vote in the “Christmas General Election”, the result has brought with it more certainty for the marketing industry. At least, this is what the latest Bellwether report from the Institute of Practitioners in Advertising (IPA) signals as total marketing budgets increased for the first time since the first quarter of last year.

The start of 2019 showed signs of optimism only to be followed by two consecutive quarters of stagnant spending activity because Brexit uncertainty, client hesitancy and weak confidence delayed decision-making. However, of the 300 UK marketing professionals surveyed in the latest survey, 4% had immediately revised their total marketing budgets higher in the last quarter of the year following the general election.

And the trend looks set to continue, as the preliminary outlook for marketing spending in 2020/21 appears bullish. Nearly 16% of companies now expect their total marketing budgets to be upwardly revised as uncertainties diminish.

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