P&G makes a Discovery: $50M deal will put its blurbs, product placement on eight Discovery networks. (Top of the Week).(Procter & Gamble)(Brief Article)

Broadcasting & Cable, June, 2002 by Romano, Allison

The cable upfront may be slow-moving, but Discovery Communications last week secured a generous chunk of advertising change. It inked a $50 million cross-platform advertising deal with Procter & Gamble, the consumer-products giant, which will advertise on Discovery's eight cable properties, in Discovery stores, on close-cousin BBC America and on Discovery's new high-definition channel.

One key component is product tie-ins on Discovery Networks' programs. P&G's Swiffer sweeper, for example, will be featured on The Learning Channel's cult-hit redecorating show, Trading Spacer. Do sharks use Tide? The big deal "epitomizes the benefits that the breadth and depth of our assets bring to large-scale clients," said Discovery Executive VP of Ad Sales Bill...

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