China: biggest consumer goods advertisers on online ads

Among non-internet companies, consumer goods brands were the most active in online advertising in China. In 2021, L’Oréal spent about 3.4 billion yuan on online ads. Unilever and Procter & Gamble followed with about three and two billion yuan respectively. The cosmetic company Huaxizi was the only domestic brand among the ten-largest online ad spenders.

Leading consumer goods companies with the largest online ad spending in China in 2021 (in billion yuan)

Characteristic	Ad spending in billion yuan
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Release date

February 2022

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Region

China

Survey time period

2021

Supplementary notes

One yuan equals approximately 0.15 U.S. dollars and 0.14 euros (as of July 2022).

Only included the ad placements on internet media. Other ad formats such as live streaming, soft placement, naming rights on variety shows, and sponsorships were excluded.

Figures have been rounded for a better understanding.

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