CPG on TV: How Top Brands Have Adjusted Advertising With the Pandemic

Audiences saw nearly 1.9 million minutes of CPG ads (not including beer, wine and spirits) on national TV over the first eight months of 2021, as life got back to normal and brands adjusted to altered consumer behaviors. That didn’t mean fewer minutes of CPG ads, however. Compared to the first eight months of 2020, there were actually almost 100K more CPG ad minutes this year.

Our latest report highlights how advertising minutes increased for CPG brands, while spend and TV ad impressions declined. Along with top brand and CPG industry findings, we also share month-by-month CPG impressions dating back to January 2020, to look at how monthly trends shifted during the pandemic.

Some of the key takeaways include:

  • Tide and Downy lead the way as the laundry detergent giants are the most-viewed CPG brands for 16 of the last 20 months
  • Speaking of, Tide ads were seen 2 billion more times than any other CPG brand on TV in 2021
  • While most CPG industry TV ad impressions declined YoY, some at the top increased — including Sauces, Seasons & Dressings (up 14.9%), Health Conscious Food & Beverages (up 11.4%) and Snack Foods (up 2.99%)
  • Top CPG ads from brands like Clorox, KitKat and Jimmy Dean, have used a wide range of creative approaches to successfully connect with consumers in 2021

Want to learn about how CPG ad trends are changing on TV? Download the report today.