When companies are pouring billions into advertising, you expect tech giants to top the list. Think again. The company that consistently leads the pack in TV advertising isn’t Apple, Meta, or Amazon—it’s Procter & Gamble.
In 2019 alone, Procter & Gamble (P&G) spent a jaw-dropping $2.95 billion on television ads. That’s 4.3% of all TV ad spending in the United States. But it’s not just about budget. It’s about where their audience still pays attention—and TV remains one of the most powerful ways to reach them.
Why P&G Dominates the TV Ad Space
Procter & Gamble isn’t selling software or digital subscriptions. They’re selling shampoo, detergent, toothpaste—everyday items bought by everyday people. TV still holds unmatched influence over these purchase decisions.
With trusted household brands like Tide, Pampers, and Crest, P&G leans into the reach and familiarity of television to stay top-of-mind.
Television ads allow them to reach a massive, multi-generational audience in one shot. Whether it’s during Sunday night football or weekday morning talk shows, P&G’s products get in front of millions.
While they invest in digital, TV remains the cornerstone of their broad consumer strategy.
What Can CMOs Learn from P&G’s Ad Spend Strategy?
P&G’s success isn’t just about big spending. It’s about using TV to tell stories that resonate, across demographics. If your audience includes households, families, or legacy shoppers, TV still delivers.
Marketing teams often battle digital fatigue, fragmented campaign performance, and the pressure to prove ROI. TV, while costly, offers clarity—it delivers scale, control, and emotional resonance in one hit.
Who Spends the Most on TV Advertising Worldwide?
When you zoom out to a global scale, the story widens—but the principle remains. The companies with the largest TV advertising budgets are those with something for everyone. They’re not just selling a product—they’re buying attention.
1. Procter & Gamble (P&G)
Still the global heavyweight, P&G spreads its massive budget across dozens of well-known brands. You’ve seen their campaigns for everything from Febreze to Gillette.
2. AT&T
AT&T markets itself as more than just a phone company. Their TV ad strategy supports product awareness and cross-brand promotion.
3. General Motors
GM is a consistent presence in automotive marketing, running dynamic campaigns for Chevrolet, GMC, Buick, and Cadillac.
4. Comcast
As a major media and tech brand, Comcast advertises its services and content properties aggressively across television.
5. Verizon
Verizon showcases reliability, speed, and innovation through high-quality television campaigns.
6. American Express
Through TV, Amex positions itself as a premium brand while pushing benefits and trust in customer service.
7. Ford
Ford promotes reliability and performance, using emotional storytelling and strong brand legacy across its campaigns.
8. Alphabet (Google’s Parent Company)
Alphabet highlights products like Pixel and YouTube services through select, high-impact television slots.
9. Walmart
With value and convenience messaging, Walmart’s TV ads anchor its customer-first brand promise.
10. Amazon
Amazon’s campaigns often promote Prime, Alexa, and Amazon Studios—balancing creativity with clarity.
Why These Brands Still Choose TV
Despite the rise of digital-first content, television remains a giant stage. Why? Because reach matters.
These companies are selling at scale, and TV is still one of the few mediums that provides broad reach and mass impact. It delivers trust, consistency, and familiarity in a way scrolling ads rarely can.
For established brands, TV builds on decades of recognition. For newer products, it creates legitimacy.
TV also allows full control of message and delivery. No interruptions, no skip buttons—just 30 uninterrupted seconds of brand storytelling.
Which Car Company Spends the Most on Advertising?
In the automotive world, General Motors continues to lead in television spend. And it’s not hard to see why.
Their portfolio includes Chevrolet, Cadillac, Buick, and GMC—all brands with unique audiences and emotional connections. Their commercials blend aspiration and utility, often telling stories that align with identity and lifestyle.
Among all TV commercials, few categories are more competitive and visually rich than auto. GM leverages this medium masterfully.
The ROI of TV Advertising
Let’s be real—TV advertising isn’t cheap.
But for companies like P&G and GM, cost equals strategy. They invest because the returns are real.
Why else would some of the largest companies in the world continue to make a significant investment in TV year after year?
TV builds trust. It’s memorable. And while digital ads disappear in a scroll, great TV spots stick—sometimes for years.
These brands aren’t spending blindly. They’re measuring attention, reach, frequency, and action.
And when it works, it works.
At The End Of The Day
TV advertising continues to deliver massive value for global brands.
Despite the explosion of digital channels, television remains a high-impact medium that builds trust, scale, and emotional connection.
Procter & Gamble, General Motors, and AT&T lead this space because they understand how and where attention still flows.
TV is not outdated—it’s just strategic. And if your marketing strategy is serious about broad, lasting impact, it may deserve a bigger slice of your budget.
If you’re looking for a creative partner to help you do it all—fast, smart, and beautifully—MOCK, the agency is ready to jump in. We don’t just help you get a commercial on air. We help you build a strategy that earns attention. MOCK guides you from brief to broadcast with clarity, speed, and real results.
Thinking of trying TV?
Here’s what to ask yourself first:
– Who are we trying to reach that we can’t reach online?
– Can we support TV with digital and social to increase impact?
– What kind of story would resonate with our broadest audience?
Let’s Talk About Your Media Strategy
Need help planning, producing, or executing your next campaign—TV or otherwise? MOCK is built to deliver real creative, real fast.
Website: https://mocktheagency.com/
Phone: 470-225-6814
Email: hello@mocktheagency.com
Address: 247 14th St NW, Atlanta, GA 30318
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