Hasta La Creative!

It’s no surprise that Procter & Gamble, which has been vocal in its displeasure with digital advertising, is planning to shift more of its marketing dollars back into TV during this year’s upfront ad talks.

Less expected, perhaps, is the double edge that carries for TV. While it would seem like a win for the TV networks, which have been losing share to digital behemoths like Facebook and Google, they might not actually want P&G’s money. At least not as much as they’d like it from someone new.

P&G is looking to meaningfully increase the volume of its ad commitments during the annual negotiation, where networks look to sell a bulk of their commercial inventory for the next season, according to both buyers and sellers who are familiar with the budding conversations.

Continue reading at AdAge.com