Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: HURA
After six months of low positive results, business confidence in the advertising and marketing sector rose significantly at the beginning of 2018, according to the latest Advertising Business Confidence Index, issued by the European Association of Communication Agencies (EACA).
The Advertising Business Confidence Index builds on responses provided by advertising and market research companies across Europe for the Business and Consumer Survey of the European Commission. Every month, companies fill in a standardised questionnaire answering different sets of questions with a simple scale of responses. The numbers, expressed in the graphs represent the state of the market, and are obtained after a percentage of negative answers is subtracted from a percentage of positive answers.
The latest report shows that business confidence in the ad industry increased 12 points from +1 in January 2018 to +13 in April 2018. It is the highest level of confidence measured over the past year, close to the previous peak of +16 points reported at the end of 2016.
The European-wide confidence index could rise further over the next quarter, and the growth is considerably driven by the UK, which has the largest share of the advertising market in Europe. Among other positive confidence gainers are the big advertising markets in France and Italy, but also in Croatia.
Two countries that have recorded the most considerable growth of index in the last quarter are UK, from -26.2 to +49.2, and Estonia from -4 to +8. Countries with a considerable fall in index are Greece, from -10 to -35, and Denmark, from +33 to +18.
You can find out more about the Business Confidence Index here, and the detailed report for the first quarter of 2018 is available here.