Procter & Gamble has been one of the leading voices pushing to get the TV industry to change its decades-old “upfront” marketplace. But that hasn’t kept the consumer-products giant from doing business with the networks using the regular system.
The company behind Pampers diapers, Crest toothpaste and Old Spice men’s grooming products has begun striking deals with certain TV networks as part of the upfront, according to a person familiar with the matter. A spokeswoman for Procter & Gamble declined to comment on the company’s advertising activity. Spokespersons for ViacomCBS and NBCUniversal, two of the company’s most likely partners, declined to comment. A third, Walt Disney Co., could not be reached for immediate comment.
A horde of big advertisers have pressed the networks to change the upfront, which typically starts in late May and ends after negotiations take place over the first half of the summer. These marketers,...
The company behind Pampers diapers, Crest toothpaste and Old Spice men’s grooming products has begun striking deals with certain TV networks as part of the upfront, according to a person familiar with the matter. A spokeswoman for Procter & Gamble declined to comment on the company’s advertising activity. Spokespersons for ViacomCBS and NBCUniversal, two of the company’s most likely partners, declined to comment. A third, Walt Disney Co., could not be reached for immediate comment.
A horde of big advertisers have pressed the networks to change the upfront, which typically starts in late May and ends after negotiations take place over the first half of the summer. These marketers,...
- 7/28/2020
- by Brian Steinberg
- Variety Film + TV
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