Procter & Gamble’s advertising spend rose 12 per cent to $US8.2 billion ($A11.1 billion) in the 12 months to the end of June 2021, according to the latest company reports and reported by WARC.
Global advertising spend by the consumer packaged goods company was flat between FY2015 and FY2018 before dropping five per cent in FY2019. However, two years of growth since then has brought total investment above $US8 billion ($A10.9 billion) in FY2021. This is the highest level spent since at least FY2014.
Adspend has also grown more quickly than net sales over the past two years and this has increased P&G’s ad/sales ratio. Advertising as a percentage of net sales reached 10.8 per cent in FY2021, the highest level in four years.
P&G’s outgoing CEO, David Taylor, added: “We’re improving the efficiency and effectiveness of our advertising investments, bringing some media planning work in-house to achieve greater cost efficiency, while also enabling us to place ads with greater precision based on more granular analytics to reduce waste and increase effectiveness.”
WARC Data forecasts toiletries & cosmetics advertising spend will rise eight per cent this year but total investment will remain below pre-pandemic levels. Household & domestic adspend, however, will rise seven per cent this year to reach a new high.
