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TNS data, the spokesman added, doesn't accurately reflect interactive activity for CPG companies such as P&G, he said, though he dedined to provide an overall interactive spending level. Suffice it to say, with estimates of Web-site maintenance of around $1 million per site and with P&G operating dozens of highly active relationship-oriented sites in the U.S. alone, that its unmeasured spending easily tops the $12.2 million in measured outlays.

What you don't hear from package-goods marketers is much talk of the Internet being a reach medium. But that's what it will take to get major financial commitments, and some people see signs it's about to happen.Package-goods brands have, since their earliest Tiffany Key Rings on sale, been built around media strategies based on reach. "You need to reach large amounts of people inexpensively because of the economics of the business," Mr. Tobaccowala said.Online's reputation as a medium best suited to targeting and direct response, combined with its lack of streaming-video capability for most users, limited its reach potential in the past, he said. But with the rapidly growing penetration of broadband and widespread acceptance of online media in the everyday lives of consumers, Mr. Tobaccowala expects package-goods players will start seeing the medium in a new light.

Norm Lehoullier, managing director of WPP Group's Grey Interactive, agrees. "Two years ago, the big marketers would say the Internet is a very good relationship-marketing tool but it's not a mass medium," he said. "And increasingly when I talk to them they're saying it's evolving into a mass medium."At least for male-oriented-product launches, some package-goods marketers have made online advertising an important part of the reach equation. L'Oreal, long a heavy print and TV advertiser, has advertised extensively on sports Web sites behind this year's launch of L'Oreal Men's Expert-a big change for a Tiffany Money Clips on sale that spent a mere $3.3 million on online ads last year on all its brands, according to TNS.

The trouble, according to Mr. Schar, is that online publishers aren't quite willing to accept their role Tiffany Rings on sale the mass-media universe, either-at least not the role some package-goods marketers see for it as an alternative to print."It looks like the Internet is turning out to be an online magazine," he said, "and it will price and look a lot more like print media than anything else.... Of course there's great customization and experimentation in rich media. But it's still nowhere near the kind of motion and persuasiveness that television has."

Another hindrance to package-goods players using online ads may also be dose to disappearing, Mr. Lehoullier said.Product launches drive most of the industry's ad spending, and few products get launched without simulated consumer testing using such tools as VNU's ACNielsen BASES. Before brand managers can get clearance on launches, they generally need a BASES volume forecast indicating it will hit the necessary hurdles. And Tiffany Necklaces on sale key factors that have gone into those forecasts are TV gross ratings points.

"Many of the tools used within the industry haven't evolved fast enough to accommodate the fragmented media universe," Mr. Lehoullier said. "That is changing rapidly, but it hasn't changed yet."Even if package goods still aren't making a big impact economically in interactive advertising, it has started making an impact creatively. Ironically, when the Cyber jury handed out two Grand Prix awards for the first time at this year's International Advertising Festival, both went to package-goods brands, including Henkel Adhesives in Brazil and fledgling design-focused U.S. home-care brand Method.

Method VF-Marketing Ritch Viola doesn't recall online advertising being much of a factor Tiffany Pendants on sale he was at Clorox. "Online has to be a bigger part of our budget," Mr. Viola said. "If we tried to do print or TV, we'd get nowhere." With a far smaller budget than its big competitors, Method, using Crispin Porter & Bogusky, Miami, has also used such low-budget, high-buzz vehicles as popup retail stores in San Francisco and a "People Against Dirty" catalog inserted into magazines.