Proctor & Gamble spends 25% - 35% of its marketing budget on 'digital'

"Procter & Gamble Co. Chairman-CEO A.G. Lafley raised eyebrows on a recent earnings call, estimating the company spends up to 35% of its massive marketing budget on digital.
[...]
Speaking off the cuff, Mr. Lafley was responding to questions on how much P&G is spending and the bang it's getting for its bucks.
"We're pounding away on communication effectiveness, OK?" Mr. Lafley said. "Our digital, I think, is now up to 35% in the U.S. roughly. It goes up and down, 25% to 35%." He added that some brands are finding digital "incredibly effective" while others need to "get up the learning curve faster."
A P&G spokeswoman clarified that Mr. Lafley pegged U.S. digital marketing spending in a range of 25% to 35%, adding that the number includes spending on search, social, online video, mobile and "other costs."
Source:  AdAge, 20th August 2013