Over 50% said spending would be up in the next year, up from 16%. And 27% said they would enlarge their marketing budgets over Q4, compared to 8% in April.
Nick Manning, chief executive of Manning Gottlieb OMD, told Media Guardian that TV could suffer at the expense of more cost-effective media.
Nearly a third said direct marketing spend would increase in Q4. However, while business and consumer magazines were expected to feel the upturn, the percentage that expected both national and local newspaper advertising to grow fell below those expecting a decline.
Marketing expenditure in next quarter
SectorGrow Decline Same
Direct marketing31% 8% 28%
Sales promotion20% 6% 27%
Nationals8% 11% 29%
B2B Magazines 16% 10% 33%
Some people didnt respond
Source: Media Guardian/NOP
Story by Rachel Barnes
