Cincinnati-based Procter & Gamble last week signed a $300 million marketing deal with media giant Viacom that will link its brands to 12 television networks.
The one-year deal — considered to be the biggest multi-property alliance between an advertiser and a media company — will allow P&G to better target specific audiences via tighter alliances to CBS, MTV, MTV2, VH1, Nickelodeon, Comedy Central, Country Music Television, Black Entertainment Television, UPN, TV Land, Paramount Television, and King World. The deal could also move beyond TV holdings such other Viacom units as Blockbuster, Inc.
Although the move is primarily related to advertising, it “goes way beyond media buys into promotions,” says P&G spokesperson Tami Jones. The packaged goods giant will also leverage New York City-based Viacom’s consumer research database.
P&G is counting on the broad deal to reduce the costs of its typical buys in Viacom media. The company spent $1.53 billion on advertising last year, including $986 million on TV, according to Competitive Media Reporting, New York City.
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