Even in last year's sluggish ad spending market, many CPG companies boosted spending by a far greater amount than the meager 2.4% overall growth, as per Universal McCann. Take Clorox at 24.0%, Johnson & Johnson at 15.3%, and Anheuser-Busch at 14.4%, to name just three of the CPGs listed in Ad Age's latest top 100 advertiser list. Clearly then, the CPG market is potentially valuable for the online world. However, most CPG companies invest relatively little in online advertising. While the top company, PepsiCo, put 3.4% of its total media ad spending into online, other leading CPG companies invested far less than the Internet's overall 2.5% share of all U.S. ad spending in 2002, according to eMarketer.
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