Procter & Gamble to shift budgets

Procter & Gamble announced last week that it would shift budgets from TV to Print media. Already in the first half of 2006 budget for TV was reduced to 69.3%(-2.9%) print media increased to 28.2% (+3.5%). Internet remains at a small percentage of total spendings: 1.4%. This move is part of a strategy that gives more attention to the ROI of media investments. P&G' competitor Unilever also cut TV investments last year in favour of Print. This year that situation has been reversed.