2016 Marketing Budget Trends
Every year, Target Marketing completes an extensive Media Usage Survey, asking readers how they're allocating the budgets, what media they're favoring and more. What follows is data from the first section of the 2016 survey.
This year, instead of showing how budgets are evolving in B-to-B and B-to-C — which both look pretty similar to the “Total” chart you see here — we decided to look at how budgets are changing differently at small, medium and large businesses.
Compared to last year, more marketers are increasing budgets (37 percent, compared to about 31 percent in 2015), while fewer are keeping budgets the same (39 percent compared to about 44 percent last year).
Now let's jump into a breakdown of the media budgets for small (revenue of less than $ 1 million), medium (revenue of $1 million to $50 million) and large (revenue of more than $50 million) businesses:
While about a third of all companies are increasing budgets, larger companies are moving much more aggressively. That’s especially true for companies with revenue more than $50 million, where more than half report increasing marketing budgets. By contrast, more than half of companies with revenue below $1 million are keeping budgets steady.