After pioneering soap operas as ad vehicles for its cleaning products, Procter & Gamble — which cranks out Gain detergent, Head & Shoulders shampoo and Old Spice deodorant, among other products — has stopped producing long-running daytime serials to focus on social media. P&G-produced Guiding Light went dim last year, and As the World Turns stopped turning in September.
The New York Times reports P&G, which produced more than 20 soap operas over the decades, still advertises on daytime dramas, but will focus more energy convincing people to buy its wares via YouTube, Facebook, Twitter and smart phone apps, among other timely avenues.
This is bad news for the remaining soap operas. Which of the shows did you watch, and when and why did you stop?
Procter & Gamble Moves From Soap Operas to Tweets [The New York Times]