Benchmark: Media Spend Vs Net Sales Revenue & A&P

A WFA member reached out with a view of trying to establish some benchmarks for the level of expenditure represented by media as a proportion of net sales revenue. They requested we reach out to other members within the WFA to help develop these benchmarks.Members were therefore asked to highlight which of the % ranges (provided by the WFA) represents the level of media spend vs net sales for their organisation on a global level and by region if possible. Off the back of the first benchmark request a follow up benchmark was then suggested from one of our respondents asking to see the ratio between A&P and media investment which led to the chart in slide 5.

No client names were mentioned.