P&G Cutting TV Ad Spend
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Written By Reprise Media | June 13, 2005 | Share This
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Consumer products titan Procter & Gamble will be shutting the dampers on its commercials for Pampers.
The well-known CPG firm recently announced its decision to dramatically scale back spending on television commercials for a number of its brands during meetings for the Fall season.
Last year P&G was the #1 US advertiser, spending roughly 80% of its estimated $3 billion ad budget, or $2.5 billion, on TV. Now they’re looking to shift those dollars into alternate forms of TV marketing, including product placement.
This LA Times article has a number of good quotes from those in the industry, including this one from Jon Kramer, group president of a marketing communications agency in Chicago:
“In 1973, a company wanting to reach 95 percent of women aged 25-49 would only need three network commercials. Today, you would need 92 commercials to reach that same group.”
A few months ago we took issue with an article that said online ads are a waste of time for CPG. Even though the ad spend is being distributed to TV-related mediums, this news is proof that the CPG industry is part of the increasing trend toward accountability, not to mention subject to the growing popularity of TiVo and other video recording devices.
As someone who’s always been somewhat repulsed at the sight of bare baby butts on the TV (particularly while I’m eating), I can’t say I’m sad to see these trends at work on one of the chief offenders.
More coverage here.
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