Consumer packaged goods (CPG) ad spending growth is slowing as cost pressures mount. Brands are cutting traditional budgets and leaning on performance-driven digital channels in the face of challenging macroeconomic conditions. Social and mobile advertising remain the go-to safe havens for constrained CPG marketers.

Key Question: How much will the CPG industry and its subcategories spend on various forms of advertising this year, and how does it compare to other industries?

Key Stat: CPG total media ad spending will increase by just 4.6% this year, slightly below the national average of 4.9% and 8.7 percentage points behind last year’s pace.