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US: Media spend up despite economic outlook
Date: 17/04/2008
According to a report published Wednesday by investment management firm Sanford C Bernstein, overall measured-media outlays by six major US FMCG marketers rose 26% year-on-year.
Three of the six marketers examined by Bernstein (using TNS Media Intelligence data) lifted their January adspend; the others went into reverse. Cincinnati based Procter & Gamble hiked its January outlay by 37.5% to just short of $300 million. The move continues P&G's trend of double-digit increases that began in the fourth quarter or 2007, when spending rose 17.1% year-on-year.
Without P&G's massive dollar injection, overall January adspend in the US household and personal care sectors would have declined. Other contributors to the adspend cause were Kimberly-Clark, which increased spending by a modest 2.6% to around $20m, and Avon Products, which lifted spend by a hefty 55.1% to around $10m.
Unilever and L'Oreal shaved spend in January, the former 6.2% to $51.5m for the month, while L'Oreal declined 3.3% to $39.9m.
Source: WARC.com
