This finding pushed the fourth-quarter Blackfriars Marketing Index up to 150. However, Blackfriars' 3Q 2006 index of actual spending fell to 74, the lowest value in two and a half years.
Blackfriars also released its Marketing Category Indices for 12 types of marketing spending, which showed that the bulk of third-quarter spending went to offline advertising, which grew to 41% of marketing budgets. The percentage of marketing budgets being spent on online advertising fell to 8%.