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Reuters had an interesting story the other day about how Procter & Gamble CEO Bob McDonald isn’t over the moon about the company’s movie partnership with Walmart, which has the two companies promoting family-friendly programming.

According to the story, “the duo airs TV movies and collaborates on advertising and displays in Wal-Mart's U.S. stores.” But McDonald says that execution "has not been as good as we would like,” in part because ratings for the movies have been steadily declining.

In addition, McDonald complained that “there have not been as many P&G items in Wal-Mart's circulars or as many displays in stores around the times that the movies air as there should be,” Reuters writes.

Four movies have been produced and aired so far. A fifth is scheduled to be broadcast on Fox this April.

The story also notes that Walmart has represented 16 percent of total P&G sales; just last year, that meant $12.6 billion of P&G’s sales were to Walmart; “McDonald stressed that P&G does not have problems with its products or prices in Wal-Mart's U.S. discount stores.”
KC's View:
Beyond the in-store execution issues, both Walmart and P&G may have to consider that with few exceptions, the whole notion of a “movie of the week” on broadcast television is somewhat antiquated.