No Spark Seen From P&G Deal

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The $300 million advertising deal that Viacom Plus cemented last week with Procter & Gamble generated considerable buzz and anticipation on Madison Avenue, but the agreement is not expected to spur any of the major media buying agencies to begin making their upfront ad purchases for the 2001-2002 TV season. Buyers noted that while the deal is significant for Viacom’s TV networks and for P&G, the $300 million represents just 2 percent of the combined broadcast, cable and syndication upfront marketplace, which topped out at about $15 billion last year.

According

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in