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P&G, Radio’s Top Advertiser, Places First Radio Buy For Professional Division.

Procter & Gamble is already the biggest marketer on radio, airing more than eight million spots during January and February in the 110 markets tracked by Media Monitors. Most of those are for consumer brands used in the home like Crest, Charmin, Olay and Tide. Now radio is on the buy for a new campaign from P&G Professional, the consumer packaged goods giant’s away from home division.

The Clean Upgraded campaign for Dawn Professional Pot and Pan includes the brand’s first-ever national radio buy, along with digital advertising and support from industry influencers and point-of-sale programs through retail partners.

The 30-second radio spots, which are airing through the end of May, are directed at restaurant owners and timed to coincide with diners starting to venture back to eateries for in-person services. “With diners paying more attention to cleanliness than ever before and the standard of clean being raised to such a high level this year, restaurant owners and operators need cleaning products that go above and beyond to knock out grime, grease and germs faster and stronger than ever before,” Paul Edmondson, VP North America, P&G Professional, said in a press release. “We’ve always known the value of clean at P&G Professional and our products deliver superior cleaning and disinfection with less time, less effort and less money, so restaurateurs can focus on everything else.”

For all of 2020, P&G was ran a whopping 23.1 million spots in monitored markets on radio, broadcast TV and cable, compared to 18.9 million during the prior year, according to Media Monitors. At radio P&G ran 5.3 million spots last year, second only to the U.S. Government in spot volume.

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