MAM
P&G to support UK athletes during 2012 Olympics
MUMBAI: P&G, the company behind brands such as Fairy, Gillette, Pampers and Pantene has announced that it will be supporting a number of the UK‘s athletes in the build-up to and during the London 2012 Olympic and Paralympic Games.
In addition to supporting the Mums of Team GB through its ‘Thank You Mum‘ campaign, the company will also be sponsoring 11 leading UK athletes who will serve as ambassadors for P&G‘s individual brands through 2012.
P&G UK VP, MD Irwin Lee said, “We‘re very excited to welcome to the P&G family an impressive line-up of athletes who will help us celebrate the London 2012 Games and the role that Mums and families play in raising great kids and great champions. We are delighted to be part of the Olympic movement and to support Team GB and their families here in the UK.”
The athletes, who will be supported by leading P&G brands are Mark Cavendish (Road Cycling), Jessica Ennis (Athletics), Sir Chris Hoy(Track Cycling), Jeanette Kwakye (Athletics), Keri-Anne Payne (Swimming), Victoria Pendleton (Track Cycling),Paula Radcliffe (Athletics), Jenna Randall (Synchronised Swimming), Ben Rushgrove (Paralympic Athletics), Liam Tancock (Swimming), and Sophia Warner (Paralympic Athletics).
Lee added, “Each of these athletes is leading the way in their individual fields and embody the values of leadership, integrity and passion for winning that we set for ourselves and our brands at P&G.”
Earlier this year, P&G UK launched its ‘Thank You Mum‘ campaign to celebrate and recognise the contributions of all mums. This was followed in October 2011, with the announcement of its ‘nearest and dearest‘ partnership with the BOA and BPA to support the friends and families of athletes leading up to and during the Games.
P&G will also ensure every Team GB athlete‘s mum gets to see their son or daughter compete by providing free tickets to their first appearance at the London 2012 Olympic or Paralympic Games.
P&G‘s sponsorship and marketing activity for London 2012 is an important step in a decade-long, global partnership with the IOC spanning the next 10 years until 2020.
The partnership begins with London 2012 and continues with the subsequent four Olympic Games: Sochi 2014, Rio 2016, Pyeongchang 2018 and the 2020 Games. The newly unveiled GB athletes will feature in a variety of sponsorship, marketing and advertising campaigns for P&G‘s individual brands in the run-up to and during London 2012.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
