In another mixed signal for the 2005-06 upfront advertising marketplace, Procter & Gamble is slashing its TV ad spending by as much as 25 percent for cable networks and by as much as 5 percent for
broadcast networks, reports
The Wall Street Journal. The newspaper, citing unnamed sources, said P&G, the world's largest advertiser, stems from doubts over the effectiveness of traditional TV
advertising. Last year, as part of an ambitious shift toward communications planning, P&G indicated it planned to reduce its reliance on conventional TV advertising and to develop new methods and
communications channels.
The Journal said news of P&G's cutbacks was first reported by the
Myers Report. -- J.M.