Brian Steinberg Senior TV EditorProcter & Gamble has been one of the leading voices pushing to get the TV industry to change its decades-old “upfront” marketplace.
But that hasn’t kept the consumer-products giant from doing business with the networks in the same old way.The company behind Pampers diapers, Crest toothpaste and Old Spice men’s grooming products has begun striking deals with certain TV networks as part of the upfront, according to a person familiar with the matter.
A spokeswoman for Procter & Gamble could not be reached for immediate comment. Spokespersons for ViacomCBS and NBCUniversal, two of the company’s most likely partners, declined to comment.
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