Citing ACNielsen Corp. figures, Philip Morris said 51.1% of cigarettes sold in the second quarter were its brands, a jump of 1.5 points from the previous-year period.
Philip Morris said Marlboro, the driver of its share growth, rose 1.8 points. But, according to the marketer's internal reporting, Marlboro was up 9.7% in shipments, giving it a 34.6% share in the quarter.
The company's internal report indicated its other full-priced brands-Benson & Hedges, Merit, Parliament and Virginia Slims-were down 0.3 points.
The share jump, which Philip Morris attributed to "the timing of promotional activity and increased buying by wholesalers," follows a 21% cut in measured ad spending in the first quarter to $48.2 million, as reported by PaineWebber analyst Manny Goldman.