P&G and Unilever site and spend reduction 6-27-17.xlsx
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P&G and Unilever 2017 to 2016 site count reduction
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Source:
http://www.businessinsider.com/two-of-the-worlds-biggest-brands-are-cutting-back-on-on-digital-ads-2017-6
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Updated:27-Jun-17
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Advertiser# Sites, Jan - Jun 2016# Sites, Jan - Jun 2017YOY reduction in websitesSame sites, 2016 to 2017% of sites in 2017 that were used in 2016# of sites with reduced spend% of sites with reduced spend
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P&G 1,459 978 (33%) 712 73% 560 79%
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Unilever 606 540 (11%) 268 50% 155 58%
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P&G + Unilever* 2,065 1,518 (26%) 980 N/M 715 73%
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* Unknown duplication rates across advertisers. Useful only for averaging reduction
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Observations:
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P&G and Unilever sell to everybody, across many categories, yet use
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<1,000 websites.
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As much as 50% of the sites in 2017 were not being used in 2016, implying
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a YOY vetting of sites.
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