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.
Link: MediaPost Publications Home of MediaDailyNews, MEDIA and OMMA Magazines.
Comments