Under its marketing chief, Jim Stengel (pictured), the company's measured media spend fell by 2.9 points, to 69.3 per cent, in the first half of 2006. This is the first time the figure has dropped below 70 per cent since 2001.
However, P&G has boosted spending in national magazines by 22.3 per cent and on all print by 23.9 per cent. The medium commanded 28.2 per cent of P&G's $1.6 billion first-half outlay.
Alan Lafley, P&G's chairman, said it was "reallocating investments from parts of the communication plan that aren't working as hard for parts that are".