P&G is Top Parent Advertiser for Second Year in a Row

RADIO ONLINE | Wednesday, January 19, 2022 | 2:27pm CT

Media Monitors

Procter & Gamble was the top parent advertiser in the U.S. for the second year in a row. The company aired more than 26 million spots on radio, local cable and broadcast TV in 2021, according to a new Media Monitors' analysis of the year's top 100 advertisers. For the second year, the consumer products goods (CPG) firm increased its year-over-year instances. In 2021, Procter & Gamble aired 14% more instances (26,398,691) than it did in 2020, when it ran 22% more spots (23,154,642) than 2019.

At the same time, GEICO is once again the number one advertising account. The insurer aired a total of 5,945,084 instances across radio, local cable and broadcast TV. Although it was the top advertiser on broadcast TV, it ranked second on local cable and fourth on radio.

"Procter & Gamble has made advertising leadership a part of its core strategy for growth. With some of the world's most trusted household brands like Tide, Gillette and Crest, it recognizes the value of reaching out to consumers during challenging times such as the current pandemic," said Media Monitors President and CEO Philippe Generali. "The brand has continued to increase its reach and use advertising to boost sales."

"As a CPG company, Procter & Gamble is putting in the work to make sure that customers feel safe and comfortable at home. Their spots have an emotional appeal to socially conscious consumers, having committed to '2,021 Acts of Good in 2021' in their Lead with Love campaign," he added. "By keeping pace with global issues, P&G continues to attract and build brand loyalty with younger consumers, for whom doing good is a prime concern."