Measured spend
$28.4M
-24.5%
Share of spend
3.6%
of measured categories
Share of sales
3.5%
-0.04 vs share of spend
Sales per ad dollar
$13.23
median $15.66
Analysis
What the data says about Pantene
Position
Pantene committed $28.4M of measured spend between Jan to Jul 2026, 2.1% of the $1.38B tracked across every corporation, ranking 12 of 149 brands by spend.
Trajectory
Spend moved -24.5% against the same months of 2025 ($37.6M to $28.4M), in a category that moved -0.4% overall. Its share of tracked sales moved +0.05 points.
Conversion
Pantene converts roughly in line with its weight: -0.04 points between share of sales and share of spend, returning $13.23 of tracked sales per advertising dollar against a category median of $15.66. e.l.f. leads at +3.23; Olay trails at -8.54.
Channel posture
Linear TV takes 33.9% of spend ($9.6M) and the top three channels account for 68% of it — a concentrated buy that rises and falls with one channel.
Pacing
Spend peaked in Jan at $5.5M, with 67% of the period's total in the first half — heavily front-loaded.
Portfolio
Hair Care is the largest category at 98.4% of spend, effectively a single-category brand.
Pacing
Pantene spend by month
Measured spend across all categories.
$5.5M
Jan
$4.3M
Feb
$4.8M
Mar
$4.5M
Apr
$3.3M
May
$2.1M
Jun
$4.0M
Jul
Channels
Where the money goes
Linear TV
$9.6M · 33.9%
Instagram
$6.2M · 21.9%
OLV
$3.5M · 12.4%
TikTok
$2.3M · 8.2%
Facebook
$2.2M · 7.9%
YouTube
$2.0M · 6.9%
Categories
What it advertises
Hair Care
$28.0M · 98.4%
Hair Styling Tools
$337K · 1.2%
Fragrances/Perfumes
$97K · 0.3%
Facial Skincare
$18K · 0.1%
Equity
$11K · 0.0%
Hair Color
$3K · 0.0%
Conversion
Against the measured set
Share of sales minus share of spend. Pantene is marked.
e.l.f.
+3.23 pts
CeraVe
+2.31 pts
Not Your Mother's
+1.68 pts
Tresemmé
+1.66 pts
Revlon
+1.50 pts
Covergirl
+1.20 pts
Sally Hansen
+1.13 pts
L.A. Colors
+1.01 pts
Aussie
+0.94 pts
Milani Cosmetics
+0.80 pts
Suave
+0.72 pts
Clairol
+0.69 pts
Batiste
+0.67 pts
Ogx
+0.61 pts
Build your own view
Explore the full dataset
Every measured row, not just this brand. Pick what to group by, which measure to rank on, and narrow with the filters. Combinations the data cannot support are refused with the reason rather than returned empty.
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Channel
Impressions are reported on digital rows only, so CPM divides impression-bearing spend rather than total spend — dividing by all spend would make any television-heavy brand look ruinously expensive. Sales are recorded against the product, not the media, so they cannot be cut by channel. Share of sales covers Cosmetics, Facial Skincare, Hair Care, Hair Color.
How to read this page
Spend, pacing, channel and category mix cover every category Pantene advertises in. Share of spend, share of sales and conversion are computed only across Cosmetics, Facial Skincare, Hair Care, Hair Color — the categories the sales panel measures.