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Decline in marketing spend eases

THE rate of decline in marketing spend eased sharply in the third quarter of the year, as optimism increased among marketing professionals, according to new research.<br /><br />The Institute of Practitioners in Advertising/BDO Bellwether Report showed that UK companies&rsquo; spending on advertising fell for the eighth quarter in succession in the period, but the reduction in budgets was the smallest seen for a year.<br /><br />The survey said the proportion of respondents reporting a decline in marketing budgets fell to 28 per cent, against 13 per cent reporting a rise. The resulting -15 per cent balance compares with -28 per cent in the second quarter.<br /><br />Internet advertising was the only category to see an increase in budgets, with spend rising for the first time since the second quarter of 2008.<br /><br />&ldquo;It will be interesting to see whether the rise in internet spend will presage an upturn in other categories,&rdquo; said Rory Sutherland, IPA President.<br />