Marketing budgets hold up amid growing uncertainty

Marketers shrugged off political and economic uncertainty by increasing their ad budget forecasts at the end of 2016, but there are signs of wavering confidence as the government’s Brexit negotiations loom.
More than a quarter (26.2%) of senior marketers indicated an increase in marketing budgets in the fourth quarter of 2016, compared to 13.4% who signalled a fall, according to the IPA’s quarterly Bellwether report.
This means the net balance of marketers saying they would increase