Procter & Gamble ads will return to broadcaster Five this week after the consumer goods giant resolved a dispute with the channel over its annual airtime deal.
P&G pulled its advertising from the channel at the beginning of the year as the two struggled to agree the terms of their annual deal, but an agreement was finally reached yesterday (Tuesday) and it is believed that P&G brands will begin advertising on Five within the next two days.
An insider at Five says: “No ads were pulled – we started negotiations before Christmas and concluded them yesterday morning. It has happened previously that P&G has not advertised in the first two or three weeks of the year.” However, it is thought that on other occasions, the boycott did not last so long. The source says that both sides were delaying the signing of the deal as part of their negotiating tactics. Five would not reveal the terms of the deal.
P&G spends about &£190m a year on advertising in the UK according to Nielsen Media Research and is one of Five’s biggest-spending customers. It is thought the dispute revolved around the discount P&G would receive from Five. P&G associate director of media Bernard Balderston declined to comment.