Marketing budget's share in companies' revenues in North America & Europe 2014-2023

According to an annual survey among chief marketing officers (CMOs) in North America and Northern and Western Europe, 9.1 percent of their employers' revenues were allocated to marketing in 2023, down from 9.5 percent a year earlier. In 2016, that share peaked at over 12 percent.

U.S. oscillating marketing budgets

Another study reveals that the percentage of companies' revenues spent on marketing in the United States has fluctuated according to the season: Data collected during summer indicated significantly lower shares than in the late winter. The results suggested corporations pivoted their marketing efforts according to each year's inner dynamics.

Growing digital marketing budgets

While most CMOs in North America and Europe intended to raise their overall spending on digital media, some subsegments prevailed. Around half of respondents reported plans to increase the budgets for social advertising, online video ads, and influencer marketing. For comparison, at least one-fifth of the interviewees intended to reduce their spending on search engine marketing, digital audio ads, search ads, and digital out-of-home (DOOH) media.