Organic global sales grew 5% in that period, which CFO Jon Moeller said on a conference call with investors was a reflection of innovations with products, but also "higher media weights."
In the U.S., brands such as Pepto-Bismol, Tampax, Vicks and Metamucil posted growth in the October-December period. But heartburn treatment Prilosec saw volume down in the 15% range in the face of the launch of Prevacid by Novartis, which was backed by a heavily funded campaign.
Total sales at P&G in the fourth quarter were up 6% to $21 billion. Earnings were down 7% to $4.7 billion.
P&G spent about $912 million domestically in measured media in the October-December quarter in 2008, according to Kantar.
In October, P&G executives said they were taking advantage of lower media rates brought on by the troubled economy to gain wider reach for similar spending levels.
P&G predicted a 4% to 6% organic sales gain in the current January-March period.