P&G makes a Discovery
$50M deal will put its blurbs, product placement on eight Discovery networks
By Allison Romano -- Broadcasting & Cable, 6/23/2002 8:00:00 PM
The cable upfront may be slow-moving, but Discovery Communications last week secured a generous chunk of advertising change. It inked a $50 million cross-platform advertising deal with Procter & Gamble, the consumer-products giant, which will advertise on Discovery's eight cable properties, in Discovery stores, on close-cousin BBC America and on Discovery's new high-definition channel.
One key component is product tie-ins on Discovery Networks' programs. P&G's Swiffer sweeper, for example, will be featured on The Learning Channel's cult-hit redecorating show, Trading Spaces . Do sharks use Tide?
The big deal "epitomizes the benefits that the breadth and depth of our assets bring to large-scale clients," said Discovery Executive VP of Ad Sales Bill McGowan.
The Discovery deal, being only for cable and not broadcast, commanded less money than P&G's $300 million cross-platform deal last year with Viacom Plus, which includes CBS and billboards. The two companies have renewed their partnership for a second year, keeping P&G's wares on Viacom's TV outlets, including CBS, UPN, and cable nets MTV, Comedy Central and Nickelodeon.
Ad agency MediaVest brokered both the Viacom and Discovery deals on behalf of P&G.
The biggest cross-platform deal this upfront season, though, is Omnicom Group's $1 billion Walt Disney Co. spending spree. The ad agency plans to buy time across Disney properties, including ABC, ESPN and other cable nets, for clients like Pepsi and Apple Computer.
No related content found.
No Top Articles
Digital Rapids provides market-leading software and hardware solutions, technology and expertise for transforming live and on-demand video to reach wider audiences on the latest viewing platforms more efficiently, more effectively and more profitably. Empowering applications from..more