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P&G's Fix: Why we're turning to radio

Procter & Gamble plans to spend more money on radio advertising in the coming months, but the medium will need to deliver results to maintain its place as part of the company's media spending plan, P&G's John Fix said during a 2017 Radio Show session. "You saw 93% of households are listening to radio. That's the scale I need for my brands to reach the people that buy them," Fix said of the move.

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