— Number of impressions (people who saw, read, or heard about commercials): 1.8 billion.
— Number of YouTube views for Old Spice and related videos: 140 million and counting.
— Increase in Twitter followers for Old Spice: 2,700 percent.
With increasing activity on social media, P&G has big plans for Twitter, Facebook, and YouTube. But ratings for soap operas continue to decline, and the company has ended its 77-year sponsorship in the daytime dramas. The last P&G soap opera, As the World Turns, ended in September. It was P&G’s sponsorship that led to the term “soap opera.”