P&G;, Viacom Seeking Ad Deal

U.S consumer goods giant Procter & Gamble Co. is in talks with media giant Viacom Inc. over a $300-million cross-media sales deal in which P&G; could buy advertising time across Viacom’s media properties, Advertising Age reported Monday.

According to the publication, the deal would be one of the largest cross-divisional deals and would include Viacom companies such as television network CBS and cable networks MTV and TNN.

Viacom declined to comment on the report and P&G; officials could not be reached for comment.

Cross-media deals are expected to balloon in the wake of mega-mergers among media companies such as the AOL Time Warner Inc. deal completed this year to create the world’s largest Internet media concern.