P&G at 175

Procter & Gamble Co.'s Advertising Spending, 1987 to 2012

How P&G Compares at Its 175th Anniversary (2012) vs. Its 150th Anniversary in Sales, Ad Spending, R&D and Employment

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Procter & Gamble, 2012 vs. 1987
How P&G compares at its 175th anniversary (2012) vs. its 150th (1987). The U.S. accounted for 35.3% of fiscal 2012 worldwide sales, down from 69.4% in 1987. P&G, the nation's and world's largest advertiser, spent $9.3 billion on advertising in 2012, nearly seven times what it spent in 1987 ($1.4 billion).
2012 1987
Worldwide sales ($B) $83.680 $17.000
U.S. sales ($B) $29.500 $11.805
U.S. as % of worldwide sales 35.3% 69.4%
Worldwide ad spending ($B) $9.345 $1.386
Ad spending as % of sales 11.2% 8.2%
Research and development expenses ($B) $2.029 $0.576
R&D as % of sales 2.4% 3.4%
Worldwide employees 126,000 73,000
Worldwide ad spending as percent of sales, 1987-2012
Procter & Gamble worldwide sales and ad spending from its 150th anniversary (1987) to present. P&G's ad spending as percent of sales peaked in fiscal 2011, when the company spent 11.4 cents for each dollar of sales on advertising, including TV, print, radio, internet and in-store ad expenses. P&G's ad/sales percentage dipped to 11.2% in fiscal 2012, but that still was far above what the company spent in 1987 (8.2%).
Year Sales ($B) Ad expenses ($B) Ad spending
as % of sales
1987 17.000 1.386 8.2%
1988 19.336 1.594 8.2%
1989 21.398 1.660 7.8%
1990 24.081 2.059 8.6%
1991 27.026 2.511 9.3%
1992 29.390 2.693 9.2%
1993 30.498 2.973 9.7%
1994 30.385 2.996 9.9%
1995 33.482 3.284 9.8%
1996 35.284 3.374 9.6%
1997 35.764 3.414 9.5%
1998 37.154 3.638 9.8%
1999 36 .710 3.471 9.5%
2000 38.545 3.828 9.9%
2001 37.855 3.654 9.7%
2002 38.965 3.696 9.5%
2003 42.133 4.406 10.5%
2004 50.128 5.401 10.8%
2005 53.210 5.804 10.9%
2006 64.416 7.010 10.9%
2007 71.095 7.714 10.9%
2008 77.714 8.426 10.8%
2009 75.295 7.453 9.9%
2010 77.567 8.475 10.9%
2011 81.104 9.210 11.4%
2012 83.680 9.345 11.2%
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