Procter & Gamble, el primer anunciante del mundo, ha reducido su inversión publicitaria un 19,6% en el último trimestre del año, lo que constituye una mala noticia para los medios que confiaban en la estabilidad de sus cuantiosas inversiones. Olay, Pantene y Crest fueron las marcas que más disminuyeron su inversión. Los principales competidores globales de Procter & Gamble han reducido también notablemente su inversión en un mercado crucial para la publicidad, el de los bienes de consumo rápido. Es el caso de Johnson & Johnson (-8,6%), L'Oreal (-6,6%) y Unilever (-4,1%).
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