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Pathmatics Blog


Weekly Briefing Series #2 - Top Advertisers and disruptors in CPG

May 21 2020 by Sarah Fleishman

Our new weekly briefing series kicked off on May 13. Join us weekly for to-the-minute updates on all things digital advertising, including a broad look at cross-category insights, movers and shakers, and a deep dive into a new sector each week. 

Week 2 Recap

Checking in on category spend trends, and top advertisers in the CPG category.

Category Highlights

The second episode of our series looks at the top 10 categories tracked in Pathmatics Explorer. This week, we looked at the massive growth in the political category due to a new Trump campaign on YouTube, and an upswing in the software category fueled by top advertisers Adobe and others. 

We also looked again at the top 5 biggest movers across categories in the last week, including another alcohol advertiser--White Claw, joined by advertisers across food & drink, retail, and telecomget the recording

CPG Deep Dive

As a whole, CPG spending is up compared to last year, even with the advent of social distancing and COVID-19.  

We covered the big 5, including P&G, Unilever, Johnson & Johnson, SC Johnson, and The Clorox Company. We dove into the great toilet paper shortage of 2020, the advertiser response from some of the biggest TP brands, and we looked at how beauty brands aren't backing down on spend even as people continue to stay at home. We also covered several D2C newcomers are breaking into the top 20 advertisers using Facebook, YouTube, and Twitter to gain market share. 

Got 15 minutes? Watch the full episode here.

Stay up to date with weekly updates.

We're back next week with Travel, and the week after that with Fashion & Beauty. Every week we'll cover cross-category updates, movers and shakers, and answer your questions live. Register now to join us weekly.

About Author
Sarah Fleishman

With over a decade of experience across digital marketing, content, creative, and PR, Sarah is a creative and dynamic thinker who loves to delight clients with unique and relatable content. Sarah graduated from UC Berkeley with a BA in Sociology.

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