Dallas—A survey of b-to-b marketers found that media spending per exhibition was $17,708 last year compared with $18,500 in 2009, a decline of 4%. The survey, “The Spend Decision: Analyzing How Exhibits Fit Into the Overall Marketing Budget,” was conducted online by the Center for Exhibition Research in September of last year. About 300 marketing executives, whose companies have a minimum of $10 million in annual revenue, participated in the biennial survey.
The survey also found the percentage of marketing budgets allocated to trade shows increased overall between 2009 and 2011. The average allocation for trade shows reached 39.2% last year, up from 33.9% in 2009.