The fourth quarter of 2019 saw UK marketing budgets return to growth after a stagnant period, signalling a "renewed wave of optimism" for the upcoming year.
According to the latest IPA Bellwether report, a net balance of +4.0% of firms revised their total marketing budgets higher in Q4 2019. Although only a "modest" increase, the revision marks a positive pivot for the industry following the "underwhelming" performance seen earlier in the year.
Once again, the internet remained the top performing category with a net balance of +7.9% of firms observing budget growth (+11.1% previously).
Meanwhile, main media advertising budgets recorded a small upward revision (+0.5%) following a stationary Q3.