Procter & Gamble Will Negotiate Directly With TV, Media for Ad Buys
Brian Steinberg Senior TV EditorOne of the nation’s most traditional advertisers is breaking the rules on Madison Avenue.Procter & Gamble, which spends millions to call attention to high-profile products like Crest, Tide and Pampers, will negotiate directly with media outlets going forward -a move that is likely to take it out of typical “upfront” discussions that involve letting media-buying agencies utilize its ad spend for leverage in these annual talks between marketers and U.S. TV companies.Procter has been a driving force in the TV-upfront market for decades, owing to its massive annual outlay for TV ads.