Ad spend of selected personal care brands in the U.S. 2022

Published by
Julia Faria,
Sep 10, 2024
In 2022, Unilever spent 286 million U.S. dollars on advertising for its popular brand, Dove, in the United States. This represented the largest amount invested by personal care brands on ads in the country, considering only measured media. Advertising for Olay (Procter & Gamble Co.) amounted to 208 million U.S. dollars, while 190 million U.S. dollars were invested in ads for L'Oréal Paris (L'Oréal) in the same period.

Advertising spending of selected personal care brands in the United States in 2022 (in million U.S. dollars)

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Release date

June 2023

Region

United States

Survey time period

2022

Special properties

to 10-selling brands; measured media only

Supplementary notes

The latest figures include measured-media advertising spending based on spending in:
TV: ad-supported video on demand, broadcast network TV, cable TV networks, broadcast spot TV, and syndicated, including Spanish-language networks;
Digital: desktop internet display, mobile app, mobile web, mobile web video, online video, paid search, and paid social media;
Magazines: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, including Spanish-language magazines;
Radio: national spot, local, and network;
Newspapers, including Spanish-language newspapers;
Outdoor.

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