Clarification: P&G Accounts For 16% Total U.S. Ad Spend

  • July 20, 2010
The July 20 "On Media: Google, Omnicom Partnership Redefines Digital Advertising" column stated that "Lightspeed Venture Partners estimates that brand advertising from P&G, which comprises two-thirds of all U.S. ad spending but only one-fourth of online ad spending, will start to flow into digital at scale." According to TNS (Kantar), P&G accounted for only 16% of the top 10 U.S. advertisers, and about 2.2% of total (measured) U.S. ad spending in 2009. In fact, Lightspeed Venture Partners estimates that brand advertising dollars are going to start to flow online at scale. Two-thirds of all ad spending in the U.S. is for brand advertising, yet three-quarters of online ad spending is direct response.

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