Procter & Gamble, the globe's highest-spending advertiser, on Friday pressed the red button on a multimillion-dollar deal with America's nationally syndicated Tom Joyner Morning Show.

The move signals an important switch in P&G's marketing strategy, one that acknowledges the increasing importance to FMCG manufacturers of the urban black market.

Joyner's four-hour radio show, mainly aired on inner-city stations, delivers a combination of music, talk, sports, gossip and comedy. Celebrity guests to have graced his program include Bill Clinton, Spike Lee, Wesley Snipes, Babyface, Seal and Oprah Winfrey.

The deal has an initial term of fifteen months, incorporating program sponsorship and an on/off-air promotional alliance between Joyner and P&G's fifteen largest brands, including Bounty, Crest, Charmin and Tide.

The promo link will also benefit charitable causes supported by the show's host, among them the Tom Joyner Foundation, which raises money for students at historically black colleges.

As ever with such deals there is a hard-headed commercial substructure, which includes a study to measure the value to P&G of advertising on the urban radio stations that carry the Joyner show.

The research will not only measure what benefits accrue to P&G from the deal, it will also furnish invaluable information to urban radio executives who have long contended that stations for black or Hispanic listeners are overlooked by major marketers.

Joyner earned the titles 'The Flying Jock' and the 'Hardest-Working Man in Radio' due to his prolonged airtime hours and multi-year, 1604-mile, daily roundtrip between a morning radio slot in Dallas and afternoon show in Chicago.

Data sourced from: New York Times; additional content by WARC staff