Cincinnati-based consumer goods giant Procter & Gamble Co (P&G) and Viacom Plus, the cross-media sales and marketing unit of Viacom, have announced the continuation and expansion of a cross-platform marketing partnership for a second year.

The agreement will include media and marketing initiatives for P&G brands across all of Viacom's 14 US TV properties: CBS Television Network, UPN, MTV, MTV2, BET, VH1, CMT, TNN,  Nickelodeon, Nick at Nite, TV Land, Comedy Central, Paramount Syndication and King World.

"Year one was a learning experience for both P&G and Viacom. Year two will focus on  taking the deal beyond television, creating and integrating a few key marketing programmes that provide our brands the opportunity to build equity and continuity from TV all the way to retail," said Greg Ross, P&G's director of US media and marketing. "By building a long-term relationship with Viacom, we continue to leverage each other's assets to build both of our businesses."

P&G and Viacom said that the agreement has expanded to include new Viacom properties that P&G has not previously utilised.

"We are extremely pleased that P&G is expanding its business with Viacom Plus for another  year," said Mel Karmazin, president and COO, Viacom. "We believe this partnership will continue to thrive and be mutually beneficial to both companies."