Consumer goods mammoth Procter & Gamble is reportedly negotiating with media group Viacom a possible cross-media advertising deal spanning the latter’s media properties.

Should it be inked, the deal – thought to be worth $300 million – would be the largest of its kind to date. Viacom owns a host of media companies, including cable stations MTV and TNN, plus the CBS television network. The agreement would give P&G ad time across all these holdings.

Cross-media agreements are all the rage at the moment, thanks to a series of huge media mergers and advertisers’ desire to obtain maximum value for money during the economic slowdown. Other groups offering clients similar deals include AOL Time Warner and NBC [WAMN: 01-Feb-01; 25-Apr-01].

News Source: CampaignLive (UK)