Procter & Gamble Co. plans to spend $300 million over the next year to pitch Tide detergent, Crest toothpaste and its other consumer products over Viacom Inc.'s CBS, MTV, Nickelodeon and other
television outlets. The deal marks one of the first times a major media company has dealt directly with a big advertiser to sell a package of ad opportunities across such a large number of properties.
It is a one-year agreement, but P&G and Viacom anticipate that it will become a longer alliance if it meets their expectations. The agreement covers marketing opportunities for P&G brands across 12
Viacom television properties in the United States: CBS, MTV, MTV2, VH1, Nickelodeon/Nick at Nite, CMT, BET, UPN, TV Land, Paramount Television, King World and Comedy Central.
- Adam Bernard