Bringing CPG Back to TV for the Long Haul


By Jay Prasad
Special to RBR+TVBR

Since Procter & Gamble Co. first defined the soap opera, consumer packaged goods (CPGs) have reigned as the biggest spenders in TV advertising. However, diversification of product offerings over time has led to a move away from mass media campaigns.

Against growing competition with e-commerce, direct-to-consumer (DTC) and big tech, CPGs are focusing on data-driven targeting and measurement to combat fragmentation across the TV ecosystem.

CPG’s unique success during the pandemic pushes this evolution to the forefront.

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