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Ad spending up 12.7% in first quarter: CMR

First-quarter ad spending hit $22.2 billion, up 12.7% from the same period in 1999, according to Competitive Media Reporting. Prescription drugs, investment brokers and Internet-related companies fueled the growth. General Motors Corp. led the way in spending with $669.9 million; Philip Morris Cos. had the largest percentage increase at 26.3%. CMR found that pure Internet players, such as Yahoo! and America Online, which once dominated ad spending in their category, are being passed by niche sites such as online financial services companies. CMR said the Internet-related category outspent categories such as telecommunications, and hospitality and restaurants.

P&G alumni buy Oxydol

laundry detergent brand

Two former Procter & Gamble Co. executives agreed to buy the Oxydol laundry detergent brand from their old employer. Oxydol, launched in 1927, was P&G's first detergent brand and title sponsor of the first radio "soap opera" in 1933. But it had long since been eclipsed by P&G's Cheer, Gain and Tide brands, slipping to $5.5 million in sales last year. Oxydol hadn't had promotional or ad support in several years. The brand's new owner, Redox Brands, is being launched by Todd Wichmann, who recently left his job as brand manager for Cascade automatic dishwashing detergent, and Richard Owen, who left his senior finance manager job with P&G. They plan trade promotion for Oxydol in the fall.

TiVo turns on $50 mil

in ads for TV service

TiVo on July 5 kicked off a $50 million campaign for its Personal TV Service. The advertising from Goodby, Silverstein & Partners, San Francisco, playfully shows how consumers can create their own TV network with programming tailored to individual viewing habits. The "TiVo, TV your way" campaign will appear in cable and spot network TV, radio, print, and online. Viacom's CBS declined to air one of the spots on last week's episode of "Survivor" because it humorously suggests that consumers don't need to rely on the networks anymore if they have the TiVo service.

GM readies push

for used vehicles

General Motors Corp. this month breaks in five markets a new radio, magazine and newspaper campaign for its Certified Used Vehicles. The seven-week push will then spread to other markets. Mullen, Wenham, Mass., handles. Under a new deal with Trader Publishing Co., GM will offer its Certified Used Vehicles dealers full co-op reimbursement if they buy an eight-week ad schedule in the publisher's magazines. George Rogers, GM account director at Mullen, said Certified Used Vehicles has been added to the marketer's online buying service site (

Linkup allows IRI

to track Web efforts

Information Resources Inc. is launching a joint venture with PC Data, Reston, Va., to track, test and analyze Internet marketing programs from package-goods companies. The venture replaces a similar program called eScan that IRI announced earlier this year with Media Metrix. Dan Scherr, exec VP-strategic business development of IRI, said the switch wasn't prompted by Media Metrix's pending acquisition of Jupiter Communications, a competitor of Forrester Research, with which IRI entered another Internet research venture called Netquity in May. Mr. Scherr said IRI "continues to have an excellent working relationship with Media Metrix," but that the deal with PC Data expands the capabilities of IRI's Internet Tool Kit for package-goods clients. The deal links PC Data's Internet metering service and 120,000-household research panel with IRI's own 55,000-household consumer panel for research projects, including regional and possibly even city-by-city Internet metering and consumer surveys, Mr. Scherr said.

Also . . .

BMW of North America to African-American agency Washington Daniel Advertising, Chicago, after a search for a diversity shop. BMW said the agency's first mission is to create advertising for a diverse audience. BMW spent $227,000 in African-American media in 1998, but said last year it had increased total ethnic spending by nearly 60%. . . . Maxxcom, Toronto, acquired a majority interest in TargetCom, a Chicago-based direct marketing agency. Maxxcom, a marketing communications group with agencies in Canada and the U.S., is a subsidiary of MDC Corp. TargetCom had $16 million in U.S. marketing services revenue last year and ranked 61st on Advertising Age's top marketing services agencies list. . . . The Canadian government's telecommunications regulator is pondering expanding its telemarketing rules to cover all regions, phone companies, long-distance carriers and cellular providers. The Canadian Radio-television & Telecommunications Commission believes that uniform telemarketing rules would provide consumers with a more effective system for addressing complaints. Rules currently apply unevenly across the country and include various consumer protection provisions. The commission is now inviting feedback from marketers, consumers and service providers.

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