THE WHAT? Procter & Gamble has ramped up its activity in the radio channel, according to a report published by Inside Radio. The US FMCG giant is now advertising some 13 brands, totalling some 200,000 airings per week, per Media Monitors’ figures reported by Inside Radio.
THE DETAILS Combined, P&G brands are airing more ads than the top four paid advertisers together. Breaking down into individual brands, Vicks has more than doubled its spot count timed to coincide with the start of cold and flu season, while washing up liquid Dawn is the second biggest advertiser and Olay third, with 16, 191 appearances.
THE WHY? Procter & Gamble has, in the past, revealed that it is dialling back its television commitments in favour of AM/FM in order to ‘reach as much as it can of America, once a week’.