as % of sales
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
$0.576
R&D as % of sales
2.4%
3.4%
Worldwide employees
126,000
73,000
Fiscal years ended June 30. Source: Ad Age DataCenter analysis of Procter & Gamble Co.'s 10-K and annual report disclosures.
Year
Sales ($B)
Ad expenses ($B)
Ad spending
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%
Fiscal years ended June 30. Source: Ad Age DataCenter analysis of Procter & Gamble Co.'s 10-K and annual report disclosures. Some data reflect restated P&G figures.
Unclassified Topic
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
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).
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%).
