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 …
But that hasn’t kept the consumer-products giant from doing business with the networks in the same old way.
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 could not be reached for immediate comment. Spokespersons for ViacomCBS and NBCUniversal, two of the company’s most likely partners, declined to comment. Walt Disney Co. could not be reached for immediate comment.
The TV networks no doubt welcome the chance to do business with a large advertiser. At the same time, longtime TV sponsors like Procter often have years-old deals that give them narrower rate increases each year than some newer TV sponsors. As such, TV networks really want to do more businessBillions of dollars are at stake. The five English-language broadcast networks secured between $9.6 billion and $10.
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