Packaged Goods And TV: Cracks In The Marriage

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Procter & Gamble isn’t the only packaged-goods advertiser to cut its upfront TV spending commitments for the 2005-06 season. Executives on the buy and sell sides say the top network-TV-spending category has been showing signs of weakness as a whole, with TV adspend increases in the low-single digits during the past couple of years, but this is the first year in recent memory when its upfront spending has been down.

In all, sources estimated that the dominant packaged-goods players cut close to 20 percent of their total upfront commitments compared with last year.

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