This article was originally published in The Rose Sheet
One-year cross-platform marketing partnership with Viacom Plus includes marketing of P&G brands across 12 Viacom U.S. TV properties, P&G announces May 31. TV outlets include CBS, MTV, MTV2, VH1, Nickelodeon/Nick at Nite, CMT, BET, UPN, TV Land, Paramount Television, King World and Comedy Central. P&G would like to expand marketing to other Viacom outlets such as radio and outdoor billboard advertising, firm says. Deal enables P&G to "leverage and integrate" its brand marketing across Viacom's full range of ad-based resources, while giving Viacom a media investment "otherwise unattainable through regular and segmented up-front selling," companies say. P&G estimates "media bundling" agreements will represent 40% of all media deals in coming years
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