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During a 2026 survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported that, on average, corporations selling consumer services allocated, on average, percent of their total budgets to marketing expenses. The consumer packaged goods (CPG) and retail wholesale segments followed, with average of **** and **** percent, respectively.

The CPG market on the spotlight

CPG marketing promotes perishable consumer goods such as food, beverages, or household products. As these items are used and replenished regularly, the CPG industry is known as a highly competitive playing field, and brands rely on effective marketing campaigns to stand out among the crowd. Procter & Gamble often ranks among leading advertisers from the CPG industry, given the conglomerate's size and extensive brand portfolio. Many of the world’s most popular cleaning and personal care brands, such as Pampers, Braun, Gillette, and Pantene, fall under the P&G umbrella, making the company a multinational CPG giant.

Banks and multibillion-dollar marketing budgets

In 2026, the banking, finance, and insurance sector reported an average of nearly *** percent of its overall budgets being allocated to marketing. A closer look at the segment shows the size behind that percentage. Altogether, some of the U.S.-based banks marketing expenses added up to almost U.S. dollars in 2025. Giants like Capital One and JPMorgan Chase invested over ** dollars in marketing each.