Search proves most resilient as Bellwether reveals online decline

LONDON - The latest Bellwether report has revealed that marketing budgets for the internet were revised down by 7.9% in the second quarter of 2009 with search suffering the smallest fall.

Internet advertising experienced a more modest downward revision compared to media, which was hit hard, falling 18.4%.

Internet search marketing proved most resilient out of all marketing sectors, falling by only 5.4%.

However, this decline was the sharpest downward revision to current year budgets since data on the internet search category was first collected in the first quarter of 2007.

The Bellwether statistics show that the rate of downward revisions to marketing budgets has slowed for the second quarter in a row in all other marketing sectors.

Chris Williamson, chief economist at Markit and author of the Bellwether, said: "The Q2 Bellwether indicates that marketing budgets are being cut at a slower rate than seen in the two quarters that followed the collapse of Lehmans, linked to a welcome recovery in business confidence regarding financial prospects.

"But pressure on companies to control costs clearly remains intense -- suggesting that any recoveries in GDP and marketing spend will be fragile and subdued."

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