Procter & Gamble (P&G) is boosting its radio ad spend by $445 million in the first fiscal quarter, following a similar increase last quarter. P&G’s CFO, Andre Schulten, emphasized the company’s commitment to robust ad investments, focusing on ROI and efficient targeting. This marks a 2.6% rise in marketing spending relative to sales. The consumer goods giant reported a 6% sales increase to $21.9 billion, with organic growth at 7%. Net earnings rose by 15% to $4.6 billion, and earnings per share jumped by 17%. P&G’s successful radio advertising strategy has positioned it as the top advertiser in the medium.