TITLE

P&G axes big 3 daytime buys

AUTHOR(S)
Mandese, Joe; Lawrence, Jennifer
PUB. DATE
February 1992
SOURCE
Advertising Age;2/10/1992, Vol. 63 Issue 6, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the move by Procter & Gamble Co. to cancel its daytime network TV buys for the second quarter of 1992. The company canceled nearly half its daytime network TV buys for the second quarter, a move that could have devastating consequences for the $1 billion-plus daytime marketplace in the U.S. The company, which represents nearly 15% of the Big 3's total daytime advertising volume, exercised all or most of its second-quarter cancellation options for inventory bought during the 1991-92 upfront market. While the amount of the options varies by network, advertisers traditionally can cancel about half of their upfront buys for the quarter.
ACCESSION #
9201270995

 

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