Q4 event budgets slip 30%

The latest influential Bellwether survey suggests that spend in the event industry was down by more than 30% in Q4.

Event spend down
Event spend down

There were negative results for all marketing sectors, but the "all other" category – which includes events, PR, and market research – plummeted 30%.

The quarterly IPA (Institute of Practitioners in Advertising) survey showed annual marketing budgets were down by the greatest margin in its nine-year history.

 "Confidence has plummeted and the data suggests a steep decline in GDP for Q1," said IPA President Moray MacLennan, indicating that things are unlikely to improve soon.

"Nevertheless, given that marketing and creativity are the solution and not the problem, it will be interesting to see when the investment community starts to look favourably on those who maintain budgets and increase share of voice, as they are more likely to succeed in the future."


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