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# WARC: consumer goods firms raise ad-to-sales ratio as tech giants cut theirs
- URL: https://www.medianexis.com/warc-consumer-goods-firms-raise-ad-to-sales-ratio-as-tech-giants-cut-theirs/
- Published: 2026-10-16T13:47:47.000Z
- Updated: 2026-10-16T13:47:47.000Z
- Description: Marketing Dive’s Peter Adams reports that WARC Media found top consumer goods marketers raised ad-to-sales ratios from 11.6% in 2023 to 12.5% in 2025, while tech firms like Alphabet and Meta cut theirs from 13% to 7.4% between 2019 and 2025.
- Author: The Signals Desk
- Tags: Agencies, Peter Adams, Marketing Dive: CPG ad intensity vs pullback report

**Why it matters.** Agencies and vendors serving enterprise brands face slower budget growth as tech platforms increasingly draw ad dollars from small and mid-sized businesses instead of big marketers.

*Signal from* [*marketingdive.com*](https://marketingdive.com/?ref=medianexis.com) *·* [*Peter Adams*](https://www.medianexis.com/tag/by-peter-adams/) *·* [*read the original*](https://www.marketingdive.com/news/consumer-goods-giants-step-up-ad-intensity-as-other-big-spenders-pull-back/833102/?ref=medianexis.com)*.*