European Advertisers Confident On 2002 Budgets

European advertisers and marketers are more upbeat about the economic prospects for 2002 than are consumers, according to a survey from agency network OMD Europe released this month. Just 5% of marketers intend to cut their budgets this year, whilst a third of the 500 working consumers questioned, said that they will be reigning in their personal spending.

The study – conducted for OMD Europe by Continental Research – took its sample from the four key European markets – the UK, Italy, France and Germany.

The most optimistic comments across the four countries came from the UK, with a third of marketing directors now feeling confident of their businesses’ performances in 2002. More broadly, 60% of advertisers feel that the UK is not heading into a recession, leading to the optimism over budget security.

OMD says that despite the range of outlooks across the four nations, the common theme is that ad budgets are believed to be safe for the coming year.

Subscribers to MediaTel Insight can access this report in full, along with more national and international media analysis, forecasts and news. For subscription details please visit the site.