B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
74%
74% -- share of advertisers citing downturn influence on budgets for multinational advertisers (2023)
74% of multinational companies surveyed stated that the economic downturn was influencing their 2023 budget decisions.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
74%
Unit
Percentage
Data Vintage
2023
Entity
Sample Size
43
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
World Federation of Advertisers (WFA)
Primary
Tier B
https://www.greenidmarketing.com/blog/7-ways-to-waste-your-marketing-budget ↗
Source Article
7 Marketing Tactics You’re Wasting Your Money On — GreenID Marketing — GreenID Marketing
7 Marketing Tactics You’re Wasting Your Money On
Entering 2023, many business owners are anticipating a prolonged economic downturn, leading to touch decisions as annual budgets are confirmed. One line item that typically faces more intense scrutiny in tough times is the marketing budget; specifical…
Original Research
World Federation of Advertisers (WFA)
· Original study ↗
Methodology
WFA survey of 43 multinational companies
Methodology documented
Segmentation
IndustryMedia
Company SizeEnterprise
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
multinational advertisers: 74% share of advertisers citing downturn influence on budgets. Source: World Federation of Advertisers (WFA) (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/downturn-influencing-2023-budget-decisions-wfa
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<blockquote cite="https://lighthousedata.io/data/downturn-influencing-2023-budget-decisions-wfa" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>74%</strong> -- share of advertisers citing downturn influence on budgets for multinational advertisers<br><small>Source: World Federation of Advertisers (WFA) (2023) · <a href="https://lighthousedata.io/data/downturn-influencing-2023-budget-decisions-wfa" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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