They're Back: Package Goods

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It’s payback time.

That’s the message the nation’s consumer packaged-goods companies are hoping rings through loud and clear during this year’s upfront. Once stalwarts of the networks’ primetime lineups, packaged-goods marketers in recent years have been unceremoniously pushed out of the Top 5 upfront advertising categories. But if current market conditions hold, companies such as Procter & Gamble, Unilever and Kraft may be coming back to primetime in a big way.

Glimmers of interest in primetime already can be seen from executives such as Neutrogena president Michael McNamara.



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