Tuesday, March 23, 1999

P&G put $1.72 billion into ads


It's No. 2 spender nationally

BY RANDY TUCKER
The Cincinnati Enquirer

        Cincinnati's Procter & Gamble Co. ranked No. 2 last year among national advertisers in total ad spending, according to the most recent issue of Advertising Age, which cited figures from Com petitive Media Reporting.

        According to the report, P&G spent $1.72 billion on advertising through television, newspapers, magazines, radio and outdoor advertising vehicles, such as billboards.

TOP U.S. ADVERTISERS FOR 1998
  1. General Motors - $2.12 billion
  2. Procter & Gamble - $1.72 billion
  3. Daimler Chrysler - $1.41 billion
  4. Philip Morris Cos. - $1.26 billion
  5. Ford Motor Co. - $1.06 billion
  6. Time Warner - $830.6 million
  7. Walt Disney Co. - $809.7 million
  8. Sears, Roebuck - $721.7 million
  9. Unilever - $691.2 million
  10. Diageo - $670.6 million
  Source: Advertising Age
        The number represents a 2.2 percent increase in spending compared with the corresponding period a year earlier, according to Competitive Media, which tracks expenditure data for 750,000 brands in 15 media segments.

        As a matter of policy, P&G does not disclose its ad spend ing or speculate about trade estimates. The company has said it doles out its ad dollars based on the individual needs of its roughly 300 brands rather than focus on a U.S. or global budget.

        P&G trailed only General Motors Corp. in the Competitive Media rankings, which showed that GM maintained the top spot despite reducing its ad spending by 4.7 percent to $2.12 billion.

Unilever revs up
        Daimler Chrysler was third, with $1.41 billion in ad spending, a decline of 0.2 percent, followed by Philip Morris Cos., down 4.1 percent to $1.26 billion, and Ford Motor Co., up 9.6 percent to $1.06 billion.

        P&G competitor Unilever showed the biggest increase in ad spending among the Top 10 U.S. advertisers, ranking No. 9 with an 11.7 percent increase to $691.2 million.

        Overall, U.S. advertising spending rose 8.3 percent, to $79.3 billion last year, more than twice the growth rate of the gross domestic product, Advertising Age reported.

Radio benefited
        The sharpest increases came from national spot radio, which rose 21.1 percent to $2.04 billion, followed by outdoor advertising, which rose 18 percent to $1.73 billion and cable television, which rose 15.4 percent to $6.67 billion.



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