WARC report that P&G were the world's biggest spender on advertising in 2006. P&G spent US$8.5billion, almost double the second place spender, Unilever, who spent US$4.5billion. This means P&G has topped the spending league for six years in a row.
However, things may be changing. P&G's spend increased by 4% compared with Unilever who grew by 8% and fourth largest spender L'Oreal who grew by 13%. If the recent decline of the US dollar continues P&G will either have to spend more dollars, or lose ground to companies based in areas with stronger currencies. Indeed, if the current currency movements persist we will see some major changes in advertising and market research conducted by US comapnies.
The full story can be found at AdAge.