Procter & Gamble Co. and Discovery Networks U.S. announced a cross-media
upfront deal Friday that's estimated by industry sources to be in the $50
Starcom MediaVest Group negotiated P&G's multipronged Discovery deal,
elements of which include a strategic partnership between P&G's 'Swiffer'
and The Learning Channel's Trading Spaces, as well as P&G's signing
as a charter advertiser of Discovery HD Theater, according to Discovery Networks
executive vice president and general manager of U.S. ad sales and integrated
partnerships Bill McGowan.
P&G's buy covers numerous brands in such categories as beauty, baby care,
food and health care, P&G director of North America media and marketing Greg
Still other elements in the package include sweepstakes opportunities,
product integration (aka product placement) and tie-ins with Discovery Channel
Stores, the executives said.