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P&G media audit

This article was originally published in The Tan Sheet

Executive Summary

Procter & Gamble is working with San Francisco-based media auditing firm Hawk Media in a "collaborative test" to analyze how well its broadcast media purchases meet expectations in attracting viewers, firms note. The project, which is still in its early stages, could eventually expand in scope depending on the test's preliminary results, P&G says. Consumer products giant says that although it has conducted internal audits in the past, this is the first time it has sought collaboration with an outside entity...

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