The amount that companies in the UK are spending on their marketing efforts grew last quarter, a new survey claims.
Latest figures from the Institute of Practitioners in Advertising (IPA) show budgets, including direct mail activities, increased during the three months to September this year.
Published in conjunction with accountancy specialist BDO, the third quarter figures reveal there was a net balance of 0.5 per cent of companies reporting a rise rather than a decline in marketing spend, compared with a slight downgrade seen the previous quarter.
The Bellwether report states that marketing expenditure for 2010 as a whole may increase year-on-year, as budgets in this area stabilise, with direct marketing spend rising at its fastest rate in four years.
BDO head of media Andy Viner commented: “The upwards revision to marketing budgets, albeit marginal, is a welcome sign of optimism and we expect to see marketing expenditure as a whole rise in 2010.”
Meanwhile, research by Nielsen recently indicated that the first six months of 2010 saw a 12.8 per cent rise in global advertising spending compared with the same period of 2009.