Maynard, Mass.—Blackfriars Communications announced that the Blackfriars Marketing Index has been set at 106 for the first quarter, indicating that marketers plan to spend 6% more on marketing this quarter than they did in an average quarter in 2003, the year the index was established.
Blackfriars also announced that the Blackfriars Marketing Index of actual spending was 101 during the fourth quarter, falling 37 points short of projected fourth-quarter marketing budgets.
Carl Howe, principal at Blackfriars Communications, attributed the drop in fourth-quarter marketing spending to unexpected costs, such as high fuel prices and hurricane-related spending.
Blackfriars also released a breakdown of marketing spending in the fourth quarter. Advertising made up 22% of all marketing spending; direct marketing made up 19%; public relations/analyst relations made up 13%; and events, collateral and other categories made up the remainder of spending.