Magazine article Marketing

Editor's Comment: A Silver Lining amid the Gloom

Magazine article Marketing

Editor's Comment: A Silver Lining amid the Gloom

Article excerpt

Listen to marketers, agency chiefs and, ahem, trade magazine editors, and you wouldn't think it possible. But, amid the economic doom and gloom, the year the Jeremiahs had written off as a non-starter turned out to be a positive one.

Marketer confidence, as indicated in last year's IPA Bellwether surveys, may have been volatile, but in the final reckoning brands geared up for growth and opened their marketing purses.

In 2010, the top 100 advertisers' spend on traditional media - that is, TV, outdoor, radio and magazines - grew by 13% overall to nearly pounds 40bn, according to our Top 100 Advertisers league table (see page 26).

The headlines are impressive. A total of 17 of the top 25 advertisers increased their spend last year, with the cutthroat competition in telecoms and retail being a significant driver. Key brands in both sectors registered mostly double-digit leaps in spend.

TV was the stand-out media performer (Nielsen Media Research's data does not include digital), after two grim years of decline. …

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