Today’s Trend Summary: Despite the headline above a majority of marketers worldwide believe there will be growth in their categories this year.
In the Zenith Optimedia survey — conducted by the same Global Intelligence team that undertakes the agency’s spending forecasts — the agency’s clients were asked how confident they were that their business categories would experience growth this year.
Each category was then ranked on a scale of zero to 100, where 100 means everyone surveyed in their category expects substantial growth, and 0 means that all surveyed expect substantial decline.
A rank of 50 means the average expectation is for no growth.
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