Retailers are the biggest spenders of advertising dollars online, while the companies whose products they sell are among the smallest, eMarketer Inc. reports.
In a new report on online advertising dollars that consumer packaged goods manufacturers spend, eMarketer reports, based on numbers from Competitive Media Reporting, that retailers spent $533.3 million advertising online last year. Estimates by a number of researchers of CPG manufacturers’ online spending ranged from practically nothing to $134 million--slightly more than 1% of their entire advertising budget.
"This was one of the most surprising findings from our study," says Steve Butler, eMarketer senior analyst. "Consumer packaged goods pioneered radio and television, but have not yet embraced the Internet.”
The top10 online spenders, according to Competitive Media Reporting in 2001 were:
Retailers: $533.3 million
Media and advertising: $450.5
Financial: $327.2
Computers and software: $251.1
Local services and amusements: $238.4
Travel and lodging: $126.3
Automobiles and accessories: $107.5
Government: $89.7
Telecommunications: $79.2
Insurance and real estate: $67.2
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