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.
Sign up for NAB SmartBrief
Broadcast TV and radio industry news
Get the intelligence you need: news and information that is changing your industry today, hand-curated by our professional editors from thousands of sources and delivered straight to your inbox.