The second edition of the pan-European survey of the live communication industry, using data from nine countries (2016: seven countries), has - again - revealed positive growth trends with an average of 94% of respondents expecting budgets to grow or stay the same across seven key markets (2016: 83% in six key markets).
Seven countries are showing substantial growth expectations for events; average (43%). Event marketing budgets are rising by between 4.2% and 13.7%. The number of events are increasing in three countries. And live communication and events are showing a substantial share of the total marcom budget in four countries.
Download press release and infographic:
Indeed, of the seven categories of marketing spend monitored by the Bellwether report, only events saw growth in Q3.
Changed market conditions mean that we, as an events industry, have to deal with a new reality.
The current meta study demonstrates the sector’s hardships caused by the current increase in prices and the pandemic.