Procter & Gamble Sees Social Media as Mass Media

Procter & Gamble now believes social media is a replacement for at least some mass media advertising. Procter & Gamble, said to be the world's biggest advertiser, still buys individual commercials on daytime TV. But the dollar amount has shrunk. P&G won't say by how much.

"The digital media has pretty much exploded," marketing chief Marc Pritchard said in an interview. "It's become very integrated with how we operate, it's become part of the way we do marketing."

"Old Spice" commercials run by Procter & Gamble recently generated 1.8 billion impressions, 140 million YouTube impressions and an increase in Twitter followers for Old Spice of 2,700 percent.

Old Spice sales also are growing at double digits, taking more of the market for body washes and deodorant.

Procter & Gamble moves from soap operas to social media - USATODAY.com