The State of CPG TV Advertising

Home-bound audiences saw nearly 1.8 million minutes of CPG ads on national TV during the first eight months of 2020. Brands tailored approaches to consumer behavior and addressed a greater need for household items. 

This report examines how CPG brands have adapted during the pandemic in 2021 with vaccine rollouts and a return to more “normal” activities. You’ll get a closer look at YoY changes and top brands, TV networks and ad creatives.

Highlights from the report include:

• Tide has spent the most on National TV out of any other CPG brand in 2021 thus far
• While most CPG industry TV ad impressions declined YoY, some at the top increased — including Sauces, Seasons & Dressings (up 14.9%)
• The top CPG ads from brands like Clorox, KitKat and Jimmy Dean, used a wide range of creative approaches