P&G Biggest Advertiser To Date
Procter & Gamble was the top-ranked advertiser in the January-September period. The company spent $2.4 billion, an increase of 15.6 percent. AT&T was the second-largest advertiser, lifting its year-to-date ad budgets by 21.5 percent to $1.4 billion. In addition to higher spending on wireless services, AT&T nearly doubled its marketing support for the U-Verse brand and this accounted for a majority of the overall increase.
Rival Verizon Communications reduced its total expenditures by 15.4 percent to $865.4 million. The spending gap between the two telecom giants is now at its widest margin in a decade. Pfizer posted the largest growth rate among the Top 10, with spending up 31.4 percent to $862.6 million. The company undertook expensive marketing launches for two new prescription medications while also boosting ad support for many existing Rx brands.