With a share of 29% of CPG ad spend, food is the largest subcategory. In 2020 ad dollars grew by +9%, fueling the growth was digital. The increase was led by delivery services; Amazon, Walmart and Instacart all ranked in the Top 5 in ad share growth. Out-of-home ad spend was +26%.
In 2020, personal care ad dollars were +3%. The growth came entirely from digital media. Spurring the increases were iHeart streaming audio with nearly a fourfold increase in dollars. Social media dollars were +35% with notable growth coming from Snapchat, Pinterest and TikTok.
Advertising support for household supplies was +31%, fueled by percent-double gains across all digital platforms, led by ad network/exchange at +77%. With traditional media, radio reported a significant increase in ad spend at +187%.
Ad investment supporting alcoholic beverages was +5%. The increases were attributed to digital with year-over-year percent double-digit gains across most platforms. Conversely, all traditional media segments had percent double-digit declines. Ad spend growth was strongest in the fourth quarter as sports returned and the holidays.
Non-alcoholic beverages, reported an ad spend increase of +3%, with strong growth in digital media, most notably from Hulu which reached parity with YouTube in online video ad share as well as Vevo (+424%). Ad spend growth was greatest in October with year-over-year of +75%.
Overall, the strong ad investment by Consumer Packaged Goods in the fourth quarter bodes well heading into 2021.