FMCG ad/sales ratios held during the last recession

An overview of advertising investment and sales revenue for five of the largest FMCG companies between 2007 and 2010.

During the last global recession, FMCG companies cut advertising investment but its share of sales revenue held stable, according to the latest WARC Data analysis.

Sales revenue was down among five of the largest FMCG companies in 2009, though only P&G (-11.7% to $7.52bn) and Coca-Cola (-6.9% to $2.70bn) cut ad investment.

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